Step Two: Text Legibility

The problem with a lot of these business sites is the language that’s being used. It’s just too technical! Text legibility is one of the biggest issues plaguing b-to-b sites.
So many sites are filled with wordy, technical, and repetitive text. Content, how it's written and how it's presented, is crucial to the consumer who makes the decision of whether to stay within seconds of finding your site. Too much text on a page, no matter how relevant, causes information overload.

Lesson#2: Text Legibility

• Studying blogs of your target audience is one way to learn the language, but failing that, good old down-to-earth English is a great way to start.
• Take out the ridiculously detailed lists of product features and create a download with this information.
• Use language and terms that most people understand. For example most people don’t know what a “white paper” is. Instead, use the words to describe it such as “a detailed list of product features”.

Another point I’d like to make is for businesses to realize that it’s more likely the secretary of the head of the IT dept who is combing the sites for the info they need. All the more reason to make it easy to understand with the product details, easily accessible.