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Adams Jette Marketing
+ Communications
100 Argyle Avenue
Suite 202
Ottawa, ON  K2P 1B6

Tel: 613.235.5445
Fax: 613.235.5514
info@adamsjette.com
www.adamsjette.com

If information that is important to your readers is not covered by that "F," you need to revisit your layout. Why? Because according to the results of eye-scanning research by Jakob Nielsen, if you don't, people just won't see what they need to see.

When people first arrive at your website, they look for information across the top of the page in the form of a headline or other text (yes, even before they look for images--remember, content is THE most important part of your website!). Then, their eyes move to the next thing that stands out as they read from that point across the page. After that, they move back to the left-hand side of the page and start to scan downward, continuing their search for information that suits their query.

What does this knowledge mean to you? It means if you bury your benefits, the reader will never see them. If you bury the answers they are seeking, they will leave frustrated. And by "bury," we don't mean several pages deep. We mean a few lines deep or anywhere that isn't under that "F" shape!

So, now that you know where to put your important information--up front!--what do you do to make sure the words are effective?

Here's what the research tells us to do:

• Use plain, benefit-driven language--and aim that text at your audience.
• Be specific.
• Follow conventions for naming common features. (For example, "About us" and "Shopping cart" are terms people have come to expect. To call them anything else may lead to confusion, misinterpretation or worse, frustration.)
• Put user-, benefit- and action-oriented terms up front. (For example, "Improve your garden by using our new product over a three-month period" is better than "Use our new product over a three-month period to improve your garden."

• Don't use bland, generic words.
• Don't use made-up words or terms.
• Don't start with inconsequential information, leaving the important text to the end.

Now, have a look at your website. Does it "F"ollow the rules? If not, your website may not be getting the attention it deserves.

Chocolate has never been so naturally delightful--or so richly satisfying.