Your website should be top-notch as the organisation that monitors various media types (including digital).
But sadly, that’s not the case with the ABC (formerly ABCe) website.
Here’s why I say this:
The homepage doesn’t tell what ABC does
A quality homepage should immediately let the visitor know what the institution the site represents is about.
Instead, you get a crowd of links that you have to open at ABC’s website to get more information separately.
The About Us Page doesn’t help much either
A site’s About Us page is a golden opportunity to resonate with users.
And that can only occur if the organisation tells its story vividly with the reader at its centre.
Instead, ABC’s About Us page has a rambling textbook definition-like description of the body.
And a statement such as “our logo stands for quality and trust in media, empowering our £22bn industry to trade with confidence” doesn’t inspire confidence.
Right below is a chunky description that ends with acronyms that would leave you scratching your head.
The resources provided for specific users look fancy but lack substance
Take the example of media owners, and look at a document that should make it crystal clear how ABC helps them:
https://www.abc.org.uk/images/audit-services/2019_media_owners_brochure_landscapeV2.pdf
But from the title page itself, you get a hint that the document will be more about ABC than about you.
That’s because it contains the same line about ABC’s logos I mentioned above.
The following pages only contain one section where the readers can see their benefits.
This is the short “How We Help” section.
The focus is on “our” repeatedly in the other parts of the document.
It is simply a “we-focused” and not a “you-focused” document.
Everything I’ve mentioned shows this lack of empathy for visitors, from UX to readability.
So ABC, please do us all a favour and make your website user-friendly and not just a means to glorify yourselves.
Maybe then you’ll get more business and more confidence from your prospects regarding the services you offer.
