Keep content as simple as possible
Oct/17/06 05:27 | Internet
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One in five Americans now report that the Internet has greatly improved the way they get information about healthcare (Pew Internet & American Life Project, May 2006).  However, many health care Web sites with vital information and the best of intentions cannot be used, read, and understood by the nearly one-half of the U.S. population who have poor literacy skills.



In response to this challenge, the Institute for Healthcare Advancement (IHA) has compiled a list of 10 common mistakes made by Web site designers and creators that prevent their message from being clearly delivered and understood.


“In a nation where an estimated 90 million American adults read no higher than a 5th grade level, most Web information is written at a level that requires 10th grade or higher reading comprehension skills, and this is unfortunate,” said Gloria Mayer, R.N., Ed.D., president of IHA. “But reading is only one aspect of the problem,” Dr. Mayer continued. “The skills required to scroll, follow links, enter search terms accurately, and mouse over objects are beyond the capability of many people. People will only stay at your Web site as long as they encounter success in their reason for coming there in the first place. As soon as they hit a brick wall and become frustrated trying to get the information they came there for, they will leave.” Recognizing the Internet’s force as a revolutionary channel for communication and education about health issues, IHA is encouraging those who work in health care to make their Web sites more usable and easily understandable to help people understand how they can take better care of themselves and their loved ones.

IHA has compiled the following list of 10 common mistakes designers and content creators make when creating a health information Web page that prevent many users from accessing and using the information it contains:


 

 
1.           Too much distracting and unnecessary information for visitors to review and choose from before they get to the information they came to the site to get. Solution: Understand why visitors are coming to your site, know what they’re looking for, and make that information easy to get to. Conduct focus groups and testing if you’re not sure. Arrange easy to read choices up front so that visitors can get right to the information they’re seeking.


 
2.           Flashing graphics, moving logos, and pictures that do not enhance or explain information are distracting and reduce visitors’ ability to focus and navigate effectively. Solution: Stick to easy-to-read text and use illustrations to explain hard to understand concepts. Use graphics to help people understand, never to just decorate.


 
3.           Hard to use navigational tools, such as pull-down menus, mouse-overs (graphic elements that only reveal their purpose when the cursor is placed over them), and the need to scroll below the active window can challenge low literate readers’ skill levels and reduce success on the visit. Solution:  Place only as much information as can appear in a window at a standard screen resolution.  Keep navigational tool usage to hyperlinks, and clearly label them as Click Here. Never use mouse-overs to reveal other purposes.


 
4.           Requiring additional “plug-in” software in order for the Web site to work. Although software such as Flash, Java, Acrobat Reader are free and easy to download for those who have these skills, for those with limited computer skills they represent a barrier that will send them to another site for information. Solution: Use simple text and, where appropriate, explanatory graphics in standard HTML format.


 
5.           Using multi-syllable words and medical jargon to explain information. Half of U.S. adults are unable to read above a 5th grade level, whereas most patient information is written at a 10th grade level or higher. Solution:  Use simple, one- or two-syllable words as much as possible. Keep materials between 3rd and 5th grade levels where possible, and never more than 8th grade. Test your copy to determine its grade level. Simple tests include the Fry Readability Formula, Flesch-Kincaid Grade Level Formula (available as a utility in Microsoft Word, although there is controversy regarding its accuracy), SMOG (Simple Measure of Gobbledygook)


 
6.           Home pages that are densely packed with graphics or text, which while attempting to help low-literate readers, actually present multiple barriers to users’ goals of getting information. Solution: Visitors want to find their information quickly, so do the hierarchical work of categorizing information into easy to find clusters ahead of time. Don’t make your visitors do it.


 
7.           Not using easy to identify hyperlinks that are clearly labeled to go directly to specific information. Solution: Blue-highlighted, clearly identified words in a block of text, particularly those using such indicators as Click Here, are easier for low literate adults to use than random words or graphic links that require the user to click on pictures to navigate to information.


 
8.           Requiring visitors to type precise information into a search engine or enter a specific URL in order to get to the information they need. Solution: Once visitors reach your site, keep navigation to a minimum by providing easy to follow links. Rather than a search engine, provide short lists of commonly accessed information. Use Frequently Asked Questions (FAQs) to provide information.


   
 
9.           Lack of authoritative information for visitors to trust. Solution: Present only information that is verifiable and claims that can be supported by research. Adhere to strict ethical guidelines in presentation.


 
10.       Pop-up windows that confuse the viewer about the next action to take. Solution: Stay consistent with whether a link takes visitors to that page within the current window or launches a newer window. Keep in mind many computers have pop-up blockers that prevent additional windows from opening, which can confuse and thwart visitor efforts to access information. Use visual cues to remind visitors where they are in terms of hierarchy, page x of 3, etc. Always provide a simple, highly visible way to get back to the results list or home page.


 
 
“These barriers can be overcome by making changes in copy writing and design,” said Dr. Mayer. “Given the importance of this medium, health care providers and communicators need to take seriously the special needs of our low-literate citizens when communicating information over the Web.”


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