If everything is a priority, then nothing is a priority

How do you experience a website like this? The eye has a hard time distinguishing between the different headings, which makes everything flow together into an unreadable mess.

To avoid this, it's important to focus on which audiences are most relevant and then structure the content in a way that appeals to those groups.

Below I show an example of exactly the same content as above but now in prioritised groupings with clear headings:

So what happened when we prioritised and grouped the content? Instantly, the content is easier to read, even if it is exactly the same content. How can this be?

By prioritising and grouping content based on the needs and behaviours of your audience, you can create a clear and simple overview. Using headings and categories that clearly communicate what each group is about can make it easier for visitors to find the information they are looking for without having to read all the content.

You can also take this type of grouping a step further and highlight what is a particular priority with a separating color. This will automatically draw the eye to this area:

How do we find out what the user wants?

Traditionally, websites have prioritised their own information, based on what they want to convey to visitors. But it is much more important to think about what visitors actually want and need.

To find out what the user needs, it is important to conduct tests, collect statistics and talk to real users. Although you can make guesses and find out how it works for others in the same field, it is when you talk to the users themselves that you get the most concrete and useful data. It is therefore important to talk to many different people with different circumstances, ages, origins, and so on, so as not to miss anything important.

Collecting statistics from customer service, for example, to see which issues users most often call and email about can give a clearer picture of what needs to be highlighted and made more clear to visitors.

When prioritising content on a website, it is also important to consider the users' perspective and needs, and to create an accessible and smooth user experience. If you don't have the expertise yourself, I recommend contacting one of Sitevision's partners who specialise in this area, such as Consid, which has won several awards in the field.

Mobile users

When designing a website, it is important to keep in mind that not only desktop users visit the site, but also mobile users. Prioritising content for mobile devices is therefore very important.

Thinking "mobile first" is a great strategy to make sure you don't forget about the users who visit the site via mobile devices.

Starting with a mobile layout and then adapting for desktop can ensure that the user experience is good regardless of device. When thinking about prioritising content for mobile users, consider whether the order of the content needs to be changed compared to the desktop version. For example, it may be that some information or features are more relevant to a user accessing the site via a mobile device, while other parts of the content are more relevant to a desktop user. Therefore, it may be useful to consider whether certain information should be prioritised higher or lower for mobile users compared to desktop users.

Prioritise in navigation

To create a well-structured website, it is important to create a prioritisation of pages. This means defining the main purpose of the website and identifying the most important pieces of content. Once this is done, you can start organising the content in a prioritised order, placing the most important and useful content at the top of the list.

By conducting a thorough analysis of user needs and behaviours, you can identify which content is most relevant and which can be placed further down the priority list. Having a well-structured and accessible navigation is important, but we should not forget that offering different ways of doing things, such as e-services, shortcuts or search, can create a smoother and more efficient user experience.

One trend that is becoming more common is the use of AI-generated shortcuts for navigation. These shortcuts are unique to each user and are presented based on their identity and website visits. For example, a sick note for one's child might appear as a shortcut in the morning, while a building permit application might appear in the evening, as users are more likely to engage with these types of tasks at different times.

Can you think about prioritisation on a subpage?

Many users today enter a website via a Google search, directly to a specific subpage and not via the homepage.

Can you think about prioritisation on a subpage? Yes, absolutely!

The majority of a website is based on subpages. Below are some tips on how to work with prioritisation on subpages.

Text problems often reveal design problems

Including text work as part of the design (UX/UI) is starting to feel more and more like a matter of course. In the same way that we prioritise and position different elements on the website, we need to think through the content in detail, reviewing what the content actually contains.

The aim is to create texts that guide users and help them interact with the content and find what they are looking for.

It is important to consider the text from the start, as text problems often reveal design problems. A clean, accessible and user-friendly design can lose these benefits if the content does not reflect these aspects.

Involving text work early in the design process can avoid later problems and create a better user experience. It's all about striking the right balance between design and content, with text playing as important a role as the visual elements.

Below are some concrete tips on how to think about your text work:

Be concise

An important aspect of writing effectively is to be concise, i.e. to prioritise what to include. It's about using as few words as possible, while not losing the point. By thinking about how to write more effectively, you can create a text that is easier to understand and more readable.

Being concise is also very good for accessibility. Avoiding long and complicated words and using short sentences increases readability for everyone.

An example of how to be more concise and avoid unnecessary phrases and words is, for example, instead of writing:

"To register you need to fill in the form below", you could write

"Sign up using the form below".

This way, you convey the same information in fewer words.

Being concise and prioritising your content is thus an important skill to master in writing, as it makes the text more engaging and readable for the reader. By using easy-to-read and clear language, you can create a text that is accessible to as many readers as possible and that communicates the message clearly.

Write the most important things first

Prioritising the right information is an important factor in creating an effective and readable text. This means thinking about what is most relevant and important for the reader to know, and then placing that information at the beginning of the text.

Prioritising the right information creates a clear structure and makes it easier for the reader to quickly find what they are looking for. It is also important to divide the text into easy-to-read paragraphs with clear headings and subheadings to make the text more readable.

Prioritising the right information is also about selecting the most important points and avoiding unnecessary details that are not relevant to the reader.

Write in plain language

Plain language means that language should be careful, simple and understandable.

One of the most important aspects of writing is to communicate in a careful, simple and understandable way. The first step is to follow the recommendations of official language authorities, such as the Institute for Language and Folklore (Isof), as well as the Language Act for public authorities and organisations.

In the next step, it is important to adapt the text to the needs and circumstances of the reader in order to create a comprehensible text. This requires thinking about who will be reading the text and adapting the writing style, tone and content to the reader's background, interests, prior knowledge and needs.

For example, avoiding complex sentences, archaic expressions, abbreviations and technical terms that are not understandable to the reader and not giving incomplete information.

By prioritising careful, simple and comprehensible writing and adapting the text to the needs of the reader, you can create a text that is easy to understand and engaging for the reader. This will ensure that you get your message across and create a meaningful and effective communication.

When is the website ready?

Considering a website as a living thing that needs constant improvement is an important insight for anyone involved in developing and maintaining a website. When a website is launched or restructured, it is important to test the results.

User testing of a website is important for several reasons. Firstly, user testing provides an opportunity to evaluate the usability and user experience of the website. By seeing how actual users interact with the website, you can identify problems and challenges users face and gain valuable insights on how to improve the website and make it more user-friendly.

Testing the website can ensure that users can solve and find what they are looking for. Testing and evaluating the website regularly is an important part of ensuring that it remains relevant and useful to users.

Thank you for listening and good luck with your prioritisation!