Your business probably requires customers to read a certain amount of information, such as your web pages, proposals, contracts, forms, instructions etc.
The quality of this kind of information is like table service at a restaurant: it’s not the initial reason customers buy from you, but it alters the way customers feel about doing business with you.
Good information makes customers feel you’re competent, organised and provide excellent customer service.
Don’t make written information longer or more complex than necessary.
However, poor quality information is annoying, confusing, and spoils an otherwise good product or service. It may even drive customers to your competitors. You cannot afford to ignore this. Unfortunately, potential customers rarely take the time to tell you there’s a problem. Even existing customers are unlikely to complain. They may put up with reading confusing letters, reports or instructions, but you are at risk of them being tempted away by a competitor one day.
Get an edge over competitors
When you make things simple for customers, they benefit by saving time and avoiding the worries that come with complexity. In the insurance industry, complex product disclosure statements have been the norm for many ears. Some insurers are now using simplified legal information to create an obvious point of difference.
When comparing similar products it’s easy to see why customers might choose the one that’s explained clearly and simply. Also, when customers understand what they’re buying, they’re more likely to be satisfied with the product. Clear and helpful information also saves you money. Customers make fewer mistakes, so it takes fewer resources to sort out misunderstandings.
What can you do?
Keep it short & simple
Don’t make written information longer or more complex than necessary. To sum it up: ‘Be short, be simple, be human’ (Ernest Gowers, The Complete Plain Words, 1954).
Check consistency
Check that all your written information is presented with a consistent language, structure, and visual appearance – even when information comes from different parts of the business.
Test usability
The best way to know how customers react to your information is to do user testing. Training is needed to do user testing correctly, but the results are very helpful.
Finally
It takes effort to develop good written information for customers, but the return on investment is usually very good. It’s an opportunity available to every business.
Dr Martin Puchert, CEO, Document Delight Pty Ltd, www.documentdelight.com.au
