Lots of companies say they create user-focused, or user-centred, content. But what does it actually mean? I’m not sure they always know! Here’s my take on it.
As a content designer and web content editor, I like to focus on making content that helps users.
Ultimately that means these things.
1. Start with user needs
User-focused content meets its users’ needs.
It’s not about what you want to say, it’s about what your users need to know.
Start by working out who your users are and what they need from you – these are the two most important questions for your web content.
Then, at each stage of your content production process, you can ask yourself if the content is meeting those needs.
2. Make it easy to read and use
User-focused content is easy to read.
Use your customers’ language, not yours (so limit your use of jargon and brand names).
Help the user scan your content: break up walls of text with headings, bullets, short sentences and short paragraphs.
Put the most important information at the top.
Structure content so it’s easy for users to find what they’re looking for.
3. Use the right format
Present your content in a format that’s convenient for the user, not for you.
Publish web content instead of bunging up a PDF.
Use images or infographics if they help the user understand the content.
Consider if some kind of tool would be more helpful than static content. For example, a tool that gives users customised information or advice based on details they’ve supplied.
4. Make sure it works
It sounds obvious, but user-focused content works as expected.
Make sure:
- links point to the right place
- images and other elements load correctly, on all devices
- it’s accessible to people who use assistive technology.
Test it out before you publish – on real users if possible. Go back to your user needs and make sure it’s actually possible for users to get their task done. If it isn’t, fix it.
Don’t just pretend to be user-focused
I’ve seen lots of companies that say they’re user-focused, but in reality seem to be prioritising their own needs.
They prioritise what they want to say, not what their user needs to know. They make themselves the hero of the story.
The truly heroic thing is to put your users first.
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