The other day I was on the website of a designer who offers a couple of free guides, one of which sounded interesting.
I filled in my name and email, as required, and clicked the download button.
It took me to another page telling me how the guide will help me and cheerily informing me I’d also receive this person’s biweekly newsletter.
But the guide?? There was no download button or link.
Fine. I know the drill. I assumed I’d receive an email with a link.
I did indeed receive an email.
I learned how HAPPY this designer is to have me on his list and how EAGER he is to get to know me.
But first he wants to tell me about HIMSELF.
The rest of the email told me more about his background than I wanted to know and what wonderful, inspiring stuff I can expect in his biweekly email.
But no mention of the guide.
I guess I can’t complain because the guide was free, but it does feel like a broken promise.
In the digital age we have so little time to win someone’s trust.
When links don’t work, navigation is confusing, the text is hard to read because the type is light and small or it goes on and on, most of us check out pretty quickly.
It's those little, subconscious elements that can determine whether we win our user's trust or not.
Promises kept.
Intuitive navigation that makes it easy for us to do what we want to do and get on with our lives.
Writing and formatting using online best practices.
Writing in plain English so we know what you do. (And you don’t need to tell me you’re a thought leader. It only makes me skeptical.)
Consistent section and page headings. (How many times have you clicked on a heading only to discover the page itself is called something different?)
In the end, I never received my guide.
But I did unsubscribe from my friendly designer’s email list.
As always, thanks for reading!
