最有效的网络内容是客观和中立的。模糊的商业术语、营销语言和含糊不清的词汇对用户来说太难理解了。然而,写清楚、易懂的副本是很有挑战性的。对于作家来说,使用公司内部经常使用的内部行话和行业术语要容易得多。不幸的是,users are often stumped by these convoluted words and have a difficult time extracting meaning from the content. 用户不应该解释内容;他们应该能够很容易地理解内容。

这篇文章提供了一些技巧,让你的文章关注用户,而不是公司或组织。

Focus on the Benefits of Using the Product or Service, not the Features

Lists of service or product features don’t attract readers, because the terms and phrases used to describe them aren’t easily understandable — especially if the feature names include branded terms. Users want to know what the product or service will do for them, and they don’t care about the fancy name.

例如,Merrell网站上对徒步旅行靴的描述中,到处都是无法以吸引潜在买家的方式描述优势的功能,包括:


The benefits of these features aren’t clear based on these descriptions. A reader might discern that Ortholite® probably has something to do with the comfort of the sole, or as Merrell says, the “anatomical footbed.” And Aegis® will likely help keep the hiker’s feet cool, because it’s included with the “breathable mesh lining.” But these descriptions require the users to do too much work to understand their meaning.

我们将这一描述与REI网站上同款登山靴的产品描述进行了比较。这些特性的好处可以更好地用特性名称来表示,如下所示。

为什么鞋款中包含这些重要的优点。Ortholite®是一种舒适的泡沫鞋垫,车主可以取出清洗,Aegis®有助于防止鞋子变得太臭。(现在,“帮助阻止气味发展”并不是描述Aegis®优点的最自然的方式,但至少列出了一个好处。)

We can still improve REI’s description by removing the feature names altogether. For example:

  • Keep feet comfortable with a washable foam insole
  • Fight odor with an antimicrobial-treated mesh lining

However, this solution may not work for all audiences. Some loyal customers may search for these specific feature names. In this situation, it’s best to pair the feature name with clearly articulated benefits. Like this:

  • Keep feet comfortable with our Ortholite® washable foam insole
  • Fight odor with our Aegis® antimicrobial-treated mesh lining

可悲的是,这些作家很可能是从同一个种子版本开始的。REI的作者选择关注与用户联系的好处,而Merrell的作者则专注于特性——读者在搜索有意义的单词时通常会跳过这些特性。

在网络上,用户任务导向。他们是声名狼籍n looking to answer a question, solve a problem, or find information.大多数用户依赖搜索引擎来获取这些内容。使用包含用户在搜索查询中包含的术语和短语的副本将提高您的站点出现在搜索引擎结果页面上的机会。

Someone searching for a pair of hiking shoes will likely search for “comfortable hiking shoes” instead of “hiking shoes with Ortholite." In this case, the product description on REI’s website will display before the product description on Merrell’s website on search engine results pages. But again, brand — and feature — enthusiasts may still search for branded terms.

Ultimately, Merrell will make money if the shoe is purchased on their site or REI’s website, so why should they care?Well written, objective copy helps build customer loyalty,这意味着一些人将返回REI的网站,并可能购买另一家公司的产品,然后再返回Merrell网站。

Use Words People Can Relate to, Instead of Industry or Business Jargon

Writers often use the language they are most familiar with when describing offerings on websites, without realizing that those terms are unknown to their readers. Unfortunately, site visitors often don’t understand those company- or industry-specific terms and phrases.

For example, many online data-backup services offer plans for small businesses. Jungle Disk’s site includes descriptions of the features included with each plan. These descriptions have unnecessary business and industry jargon, as shown below.

作者可能假设读者精通技术,熟悉“通过压缩降低存储成本”和“服务器级重复数据消除技术”之类的行业用语。然而,考虑在线备份服务的小型企业的个人可能不具备技术专业知识,也不愿意理解描述。而且,你永远不能假设专家就是做研究的人。它可以是其他人-例如买家或为专家收集信息的助手B2B上下文.

在CrashPlan的小企业计划书中,对类似功能的描述并没有包含那么多复杂的单词和短语。它通过使用简单的语言简化了阅读过程,如下所示。例如,CrashPlan服务“检查已备份的数据并忽略它”,而不是“重复数据消除技术”

对你的读者说话,而不是对他们

网站副本经常说“at”客户,包括“我们的客户”和“X公司”之类的短语,间接指代读者和组织。改变视角,使用诸如“你”和“我们”这样的词,会使组织和副本更具个性和可访问性。网络是与读者进行对话的最佳场所。

例如,Cox Communications网站上的满意度保证只针对读者,而不是针对读者,如下所示。

Copy that does not contain industry or business jargon is not only easier for average users to understand, it’s often preferred by subject-matter experts as well. For example, an IT professional in one of our usability studies read a service description that was geared towards a technical audience and said, “I understand it, but I prefer not to think on those levels.”

The copy reads as: “30-day money-back satisfaction guarantee entitles customer to a refund of installation fees and first month’s Cox High Speed Internet service fee and modem charge if purchased from Cox and excludes other Cox service fees. Customer must claim refund within 30 days of service activation. Other restrictions may apply.”

担保包括以下声明:

  • “Customer must claim refund within 30 days”
  • “entitles customers to a refund of installation fees and first month’s Cox High Speed Internet service fee”

Also, displaying this information in the footer in tiny gray font on a black background reduces both findability andreadability.

Compare this to Comcast’s customer guarantee, which is written in a conversational manner, as shown below:

担保是一种双向对话,因为描述中使用了诸如“我们”、“你”和“我们的”之类的词语,它还使用了更简单的词语和短语。例如,“在前30天内”比“在服务激活后30天内”更容易理解。此外,该网站专门为他们的政策专门设置了一整页,而不会将其隐藏在细节中。

Our Recommendation: Put Readers First

为读者写作是一项艰苦的工作。使用行业词汇、商业术语和特性要容易得多,因为它既熟悉又舒适。

Keep the following three tips in mind to create user-centric copy:

  • Focus on the benefits of the product or service.
  • Avoid industry and business jargon.
  • 与读者对话。