Internet Marketing - Matt Bailey [97]
In my own accessibility testing, I was able to observe behavior noted in one of Jakob Nielsen’s accessibility tests: website users who were using screen readers scanned page content by listening. Users who depend upon screen readers to listen to the page content did not want to sit and listen to each page being read to them word for word.
The main program for screen reading, JAWS, was utilized with keystrokes that mimicked the scanning of sighted users. The screen reader users quickly attempt to ascertain the content of the page by listening to the headers on the page by pressing the number keys that correspond to the HTML heading. Pressing 1 will read the level-one heading, pressing 2 will read the level-two heading, and so on. The next thing that the users will do is press Insert+F7, which is shortcut for the links list, and all the text links will be read in order for the listener to determine which link has the content they need.
This also brings up the importance of creating clear and concise text links within the content. Too many links that are duplicated cause problems for this type of browsing. Imaging if you were listening to the link list on a page and all you heard was “Click to read more” seven, eight, or more times.
The commands in JAWS duplicate the scanning that sighted users exhibit, even down to a command that will read the first line of each paragraph. Face it, we all scan pages. It’s just a matter of how much.
Bringing It All Together
In considering the needs of website visitors, especially in areas of business-to-business marketing, there is a need to be quickly and easily understood and allow the user easy access to the information. In these next few examples, the headings, bullet points, text links, and layout become obvious when comparing different layouts within the same business niche.
In this comparison, two websites offering the same service can instill confidence or confusion, simply based on layout techniques. DecisionRisks (www.intellisec.com) utilizes a very clear content layout structure. There is a clear logo, navigation space, headline, and clear subheadings. At the comparison site, the Fraud Detectives (www.frauddetectives.com), there is a similar structure, but the layout detracts from the information. There is a clear logo, but after that, all the subheadings are presented with the same font, the same size (with the exception of the business name), and the same color. The layout actually takes away from the communication, as opposed to enhancing the information (see Figure 9-1).
Figure 9-1: Just the difference of utilizing clear headings, navigation space, and content layout can mean a substantial difference in the perception of credibility.
In a similar respect, using these elements of headlines, bullet points, text links, and category headings poorly can work against you, especially if you employ them too much. By overloading the page with too many of these elements, you overwhelm the visitor, and there is no emphasis on importance. The old adage of “less is more” is certainly true in website design and information architecture. The less information that competes for the visitor’s attention, the clearer the page will be in its central message.
Camelback Displays (www.camelbackdisplays.com) uses the layout techniques you’ve learned about, but too many items are competing for the visitor’s attention. The overloaded navigation, competing text links, and excessive category layouts all work against a clear focal point (see Figure 9-2).
Figure 9-2: There is structure, but excessive information takes away from a central focus.
A competing website,