Everybody loves good content. I love it, you love it, and the all-powerful Google devotes enormous amounts of time, effort and money so that you can find it quickly and easily.
I mean, really, who would rather spend their time reading bad content. So it must be true – Content is King.
And so the marketplace (webmasters, bloggers etc) responds to demand by giving people what they want – an absolute ton of incredibly good content.
More content than you could ever read, that’s for damn sure (as Jack Reacher would say). Which is where the problem starts to creep in …
Once upon a time, it was (maybe) true to say “If you build it they will come”. But that was a long time ago.
Now, it’s probably more accurate to say “If you build it (and they manage to find it) they will make a split-second, snap decision about whether to read it or not”
A large part of whether they bother to continue or not, depends on your design. And when I say design, what I’m really talking about is whether or not your site provides readers with the necessary absence of negative design features that they require.
Good Design Builds Trust
Or, looking at it the other way round, bad design kills trust.
Without doubt, your content has to be good. But, even if your content is the best ever, what good is that if readers click away before reading it because of bad design.
So what is it that causes people to hit the back button so fast? And do you know how to avoid it?