Your content architecture – the way your writing is structured and organised – should support usability and fulfill the intended purpose of the document. From the user’s perspective, information should be easy to find, easy to understand, and satisfying to use. From the organisation’s perspective, key messages should be visibly placed, content ordered into helpful and convincing categories, and the user should clearly know the benefits of reading.
Is there is a mismatch between your content architecture and your readers’ expectations?
Readers today scan and skip a lot because there is so much information, and they need to process it faster.
Educated readers skip more because they are more practiced with larger volumes of information. Inexperienced readers, the young and the elderly read each page through, which takes more time.
When there is a mismatch between your readers’ habits and the way your content works, user satisfaction is low. Because of a well-documented halo effect, negative feelings about your communications affect the customer’s overall perception of your organisation and services.
To learn more about content architecture, look at this chapter from “Information Architecture” by Morville and Rosenfeld (2006).