Keeping the tone relevant
Content is usually one of the elements that is overlooked, which leaves the user bored or frustrated when trying to interact with the website. It is commonly seen as a placeholder in the design, a secondary feature to the overall look and feel. This is one of the main factors that negatively impact the emotional connection with the user. The content must be structured in such a way that the user can easily find what they're looking for and it must also have substance and add value to the user's journey through the website. Having really good content that's hard to access is counterproductive and just frustrates the user. When referring to content, this also includes instructions, system notification messages, transactional ...
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