The Simple Truth About Simple Content and Website Design

Visit my online business writing portfolio and you will this, see my guiding quote displayed right under my name:

“Make everything as simple as possible, but not simpler.” — Albert Einstein.

This philosophy should be applied to business writing and web design alike.

Simplicity and Business Writing

This doesn’t mean business content should be dull or uninspiring – in fact, the exact opposite is true.

Business writing should be:

• – simple
• – clear
• – engaging
• – easy to follow
  

When people are reading and following a new, well-presented idea, it’s an exciting experience. And when people are learning new ideas they become motivated and enthusiastic.

Good business writing will never omit any critical information. That’s a good way to lose your credibility with your audience. You want business writing to be simple, but not so simple that important information is left out. That doesn’t help the reader or the writer. But a well thought out discussion that touches on all important points in a concise manner – that’s writing worthy of a thought leader.

Simplicity is the key to writing for the web and for business. An idea that is involved doesn’t have to be presented in a confusing way. Simplifying a tangled concept is much more impressive than leaving that task to your reader. If you want to be the go-to person for information (yes, a thought leader) you don’t want your readers to feel put off by your writing style. They don’t have the time or desire to interpret your words. But they do depend on you to tell them all about new ideas and events in your business arena.

Simplicity and Writing for The Web

Keeping content writing simple is especially important when writing for websites. Website copy needs to be clear and concise but also engaging.

When visitors land on a website they are usually looking for specific information. (I have discussed ways to help your readers stay happy in a previous blog, “How Does  Your Website Guest Know He’s Overstayed His Welcome? 9 Hints He Won’t Ignore” .) Readers will scan your site instead of reading it like a book or article. To facilitate this process, write in shorter sentences, and use smaller blocks of text. Following the content must be easy for the reader to do. They won’t want to spend time thinking about new complex ideas or slogging through unnecessarily long sentences.

Remember, presenting something clearly doesn’t mean you have “dumbed down” your writing for your audience. Just the opposite. It means you respect your audience and are not going to waste their time with rhetorical flourishes or unwieldy concepts. It’s smart to have simple content.

One of the keys to writing great content is to edit, and then edit again. On the fashion design competition show, “Project Runway,” the beloved mentor Tim (“Make it work!”) Gunn always tells the contestants to look at their creations with a fresh and critical eye and then edit their design. This concept applies to many pursuits.

In the words of Antoine de Saint-Exupéry, a French aviator and writer who lived from 1900-1944:

“Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away.”

I couldn’t agree more.

Simplicity and Computer Design
The KISS Concept

KISS is a saying in technology as well as in other businesses. KISS stands for “Keep It Simple Stupid.” This design theory is said to have been coined by Kelly Johnson, the lead engineer at Lockheed’s Skunk Works. It emphasized the need for combat airplanes to have a simple design. If the airplane needed repair and required special equipment to be fixed, or called for rare expertise to fix it, the plane would not be helpful in a combat situation, rendering the product worthless.

The KISS theory promoted simplicity in design, and this principle was embraced by many other industries. By the 1970’s this theory worked its way into computer systems design. Programmers had to be mindful of limited technology resources and kept programming and data designs simple and limited. Today, software developers still need to remember that phones work on limited battery capacity. Simplicity and minimalism remain a driving force in programming design.

Simplicity and Website Design

The KISS concept of simplicity applies to website design as well. When people land on your business website they want to experience:

1. simple, familiar design

2. ease of navigation

3. easy-to-read content with easy-to-find information

1. Design

A design is considered simpler if elements of the page are in places the reader expects them to be. You want your readers to be able to easily manage your website without having to think about it too much. Your web design should not be boring; you want some innovation. But you want a design that people are comfortable with. And since people are creatures of habit, they will not want to navigate a site that has too many uncomfortable surprises.  
 

Being simple doesn’t mean boring any more than simple means “dumbed down.” It’s just easier for the reader. There isn’t a reader out there who is hoping for a confusing online experience. If you want a more innovative website and are not sure how your reader will react you can always have your website tested to determine if readers will like it.

– Home page simplicity.  Figure out what must be on your home page and what you don’t need right there. If you have a page that’s too crowded and doesn’t logically flow your readers will become frustrated.

For example, keep one outstanding recommendation on your home page where people are first meeting you, but link to a separate page that promotes a little-used service your company offers.

– Limit the number of calls-to-action. As a rule, the fewer calls-to-action there are on the page, the more likely your visitor is to take you up on it. A landing page should have only one well-defined call-to-action. Content and design should both guide your reader to your call-to-action.

–Limit the number of graphics. Your website page will look less cluttered and more inviting with a limited number of graphics. Make sure all items are compressed to keep load time short.

– Landing pages simplicity. Landing pages should focus on one specific item and have one clear call-to-action. The reader linked there for specific information. Keep the message and graphics moving toward the call-to-action.

2. Navigation

Navigation must be easy-to-find and consistent. Put the main menu on every page, in the same location. And keep it looking exactly the same. Menu items should be clear and descriptive. With the same menu on each page, your reader won’t ever have to backtrack through a maze of just-visited pages. Chances are they’ll end up feeling lost and frustrated and simply leave your site altogether.

You also want to keep your navigation menu simple. The general rule is don’t have more than seven items in the navigation, and make sure they are clearly labeled.

3. Content

When you follow a more conventional design, there are many ways to stand out from the crowd. Use quality graphics and photos and great content. Offer this to your readers and they will rarely be bored.

What do I mean by “great content?” It’s content that’s clear, concise, engaging, interesting, informative, easy to read and helpful. If you’re not helping your readers find what they’re looking for your website’s worse than boring — it’s downright useless for your visitor.

Simplicity is more responsive and less costly.

Today you want a website site that is responsive and works well on mobile phones, tablets, and desktops, and that calls for a simpler design. Your goal should be to have one responsive website that can easily be maintained. Ease of maintenance means lower technology costs. Tell your web developer that you need a responsive website; your webmaster can give you specifics on the cost-savings of a cleaner, simpler-designed website.

How do you feel about the KISS theory of design? Have you found it useful when applied to other areas?

Laura Elton is now a full-time freelance content writer specializing in website content, articles, and blog posts. While she has always respected technology, her number one professional passion has always been writing. Previously, as owner of Laura Elton Marketing & Web Design, Laura developed websites using HTML and CSS and wrote great content. Reach her at laura@lefreelancewriter.com. Join her mailing list for tips on content writing and web development, and for complete blog posts.