“I know I have to dumb down my website,” a business owner told us. He had built his own website, and it contained some good information. We had some suggestions for ways to make the site communicate better with search engines and perhaps also with prospective customers.
Dumbing down wasn’t actually what we had in mind. However, I could see where he was coming from. The highly technical language on his homepage was not, we felt, what people would type into the search box at Google. We also thought that his site visitors might not actually be staying to read all the good stuff he had on his website.
Does that mean it has to be dumbed down? I certainly wouldn’t put it that way. Clear, strategic, and responsive to the needs of your visitors doesn’t equal dumb.
Here’s another way to look at it: