In my last post, I discussed words that work well on the Web, and which ones don’t. To follow up on that idea, I’ve found three examples that I think exemplify good Web communication, all from different industries: healthcare, technology, and business consulting.
Healthcare is complicated, but the Capital District Physicians Health Plan Web site does a good job of communicating the essentials to its various audiences with clear, user-focused language. For example, this page on Family Health uses concrete words to acknowledge its users and organize the most important key concepts: “Whether you are a first time parent or expecting more children, our classes and programs are geared to help the whole family achieve optimal health.”
Technology providers can be notoriously confusing, but Linksys, a leading provider of routers and wireless devices, communicates clearly and cleverly that they understand their users’ problems. Check out this description of products available on their “Why a Smart Wi-Fi Router” page: “Do you have a home full of devices that seem to have their own agenda? Now all of your devices can work together in seamless, wireless bliss so your family can enjoy their favorites at the same time on the same network.”
We’ve all read the vague business consulting gobbledygook about strategic communication and returns on investment and risk management scenarios. Some sites actually seem to create their content at random. Business consulting is a complex enterprise with lots of specialized, dense content areas. But I think PricewaterhouseCoopers LLP does a good job of avoiding the mind-numbing business jargon in favor of human language. Their “About Us” page is short and sweet and actually tells a story rather than list the company’s many core competencies. (Yes, that was a dig at other business consulting firms).