Table 2.

Principles of website design identified by the study team

1. Where possible use images (photos, graphics, or video) to convey information.

2. Present new information each time the website is accessed.

3. Promote engagement by using text messaging and emails.

4. Give control, choice and personal relevance by asking questions.

5. Keep text as brief as possible.

6. Use bullet points.

7. Try to avoid grouping more than two sentences together.

8. Use a hybrid architecture to combine tunnelled exposure to key messages and choice of content from menus.

9. Provide additional information in both the menus and dialogue sessions for those who want it.

10. Navigation must be consistent and straightforward.

11. Avoid a patronising tone in the text.

12. Reading level to age 14.

13. Make as interactive as possible — questions, tailored feedback, videos, audio, gallery, emails, text messaging, etc.

14. The website must look professional.

15. Layout pages to avoid scrolling on the most popular screen resolution of 1024 × 768.

16. Keep consistency throughout with regard to layout and grammar.

17. Avoid small text.

18. Avoid replication.

19. Remove all unnecessary words.

20. Try not to use words longer than six letters where possible.

21. Personalise as much as possible.

22. Use ‘chatty’ everyday language, avoiding formality as much as possible.

23. Express content in brief and specific terms.

24. Structure sections to take no more than 5–10 min of the users time at each login.

25. Feature an interactive component in each section of the text, either through the form of a question, text entry, video or audio clips.

26. Emphasise choice as much as is possible.