Expertise
Appearance is everything.
There are a couple considerations when constructing a site or article for the web: consistent navigation and attractive design.
Navigation consists of internal links. Some appear as a group of choices at the top of the page, navigation bars, while others are presented as menus on the left or right. Web Style Guide recommends consistent navigation because a user could click a link and access a page other than the main or index page for a site. Without clear navigation, users may be confused and leave; never to return.
No Clown Pants. - Carroll.[1]
Clowns can almost always be found at the circus. Their boisterous outfits are perfect there, but would be appalling for anyone to wear to a business meeting or work function. Endless pok-a-dots and clearly mismatched, supremely bright colors are not acceptable attire in most situations; think dumb and dumber tuxedos. The same is true for web content. If a site is overloaded with unmatched or overly aggressive coloration or design, there is a high possibility users will only glance and move on. The goal is making content not only relevant but also creating a page that is inviting.
Professionalism is the main source of credibility.
Subheads: to read or not to read, that is the question.
Subheads serve as preview for content and help create a scanable page. Users are usually looking for something specific when browsing a site like a wiki and subheads provide an opportunity to quickly scan for the information. This helps solidify a positive user experience and continued use of the site.
3 Seconds is all one gets.[2]
Carroll states in his book that users give a site 3 seconds before deciding to stay or move on. That time includes how long it takes a page to load as well as what the user is able to take in. If a page takes 2 seconds or even just 1 to load, then writers only have an iota of time to catch the eye of users. This means content must be specifically and intentionally formatted for the screen.
Credibility is created through external links and support.
Support for an argument is the most important element when establishing credibility. Support is created within a site with internal links to other pages. Credibility and external support are found by linking to information on external sites. One must be careful to make sure external and internal links are working. Otherwise, credibility is dealt a major blow.
External Links
Notes
References
- Carroll, Brian. Writing for Digital Media. Routledge; New York, 2010.
- Lynch, Patrick, Sarah Horton. "Interface Design." WebStyleGuide. 3rd Edition. Web. 2011.