We recently carried out some research for PoLR regarding the PoLR website and this blog. We noticed a theme of questioning kept coming up that reiterated to us just how important simple, straightforward wording is on a website and how clearly identifying navigation is.
The theme throughout the focus group was that the group were confused by what our blog was and what it was for. This suprised us as we’ve never had any problem explaining to customers etc what a blog is and so assumed the case would be the same online. It probably came down to the sample demographic (more on that when we publish all our findings) but even so, they are still people who could be using our site so we had to react. Comments ranged from “are they links to external articles” to “not seeing the link” between the web/marketing articles and what PoLR do. On the flip side, the blog was seen as a validation of the company’s knowledge and gave comfort and reassurance to the visitor.
Based on this aspect of the research there were several things we changed on our blog that we’ve decided to share below.
It’s a what..?
It is so easy to forget how confusing the terminology can be. We at PoLR hear and talk about blogging all the time but what the focus group threw up to us was that the very term ‘blog’ was confusing and not self-explanatory. It was believed that the blog was a resource centre linking to articles outwith PoLR and certainly not written by PoLR (which after all our hard work was a little annoying 😉 ).
Who it’s for?
Our blog is primarily aimed at potential and existing clients so it is imperative that they know what it is and that it’s for them. By adding in a simple ‘about this blog‘ page you can let readers know who the target market is and give a little background info about why you’re writing it in the first place.
Who are the authors?
Author pages are great to add some personality to the blog. It shows there are real people writing on it and shows a history of their articles which should lower the assumption that the articles have been written elsewhere! Adding images of the authors, a brief history and contact details shows that you are being open about who writes on it.