Recommended Labels and Language

Words matter. It seems obvious, but it’s especially critical to keep in mind when it comes to labeling your information architecture -- the way you have organized your website to support usability.

Labels describe the different blocks of content on your IA, whether it’s a hyperlink, an item in your navigation or a heading that describes a chunk of content. Your labels should be simple, using concrete words your audience understands.

Here are some helpful tips to guide your IA labeling:

Visitors have pre-conceived ideas of the information they'll find when they arrive at your site. If they come to your site and immediately see what they’re thinking, they’ll click on it. If they don’t, they’ll wander.

The best labels:

  • call items by their correct name
  • are consistent
  • use terms the audience knows
  • are as clear as possible

• Your audience often uses terms that are either dated or incorrect. Always use the most correct terminology possible, within the context of what your audience understands.

• Be consistent. If you use a particular label, stay with it throughout your site. For example, don’t write “Contact Us” in one section and “Get In Touch” in another.

• Use jargon carefully, and only use jargon that your audience knows.

• Avoid using a shorter term for your label if it makes the label less clear.

• Don’t use cute, obscure labels unless you’re willing to risk your audience not clicking on them. Make your labels plain and clear, unless you know your site is one your audience is willing to explore. You can have some fun; just be clear at the same time.

• Expect changes in your labeling. Terminology changes over time. Your labels will need to reflect such changes to ensure they’re as clear as possible.

Next Steps:

Writing for the Web

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