Users pursue their own interest and reject whatever the site tries to push

“Users want to construct their own experience by piecing together content from multiple sources, emphasizing their desires in the current moment. People arrive at a website with a goal in mind, and they are ruthless in pursuing their own interest and in rejecting whatever the site is trying to push.” – Jakob Nielsen

Read Jakob’s article “Writing Style for Print vs. Web” for his thoughts on how writing for the web requires a distinct content style.

1. Websites must support the user’s personal story
2. Plain language is part of user-centered design
3. Qualities of an exemplary user experience
4. Rich, sensory experiences immerse users and lead to joy and satisfaction
5. Your content is the hardest working part of your website