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. |