1. Montana Banana Effective Content Checklist

2. What is ‘Effective Content’? Effective Content is a badge of distinction we can give to any web page (or website) that follows our Effective Content guidelines. We have developed a 32 point checklist that identifies conversion shortcomings in any given web page. The fewer the shortcomings, the more effective the web page; and the more effective the web page, the greater the conversion ratio.

3. How did MB develop this list? Montana Banana wanted to know the answer to the question “What makes a web page more effective than another?”. The first topic we started with was studying the question “How do people learn online?”. After all, all websites are imparting information with the aim that visitors ‘learn’ it.

4. How do people learn online? Reading Text Imagery (eg. Looking at pictures) Social Non-Social Data (eg. Statistics, tables, charts) Passively (eg. Video or Podcast) Simplifying this question leads to these six possible ways that contribute to a visitors’ learning pattern.

5. Users have SHORT attention spans The obvious trend is that people prefer images where possible’, can easily become overwhelmed with information and they don’t really read…which leads us to…

6. People Don’t ‘Read’, They ‘Scan’ The scanning pattern visitors use is the most telling sign towards conversion. Visitors apply a very focused scanning when browsing most websites. There are healthy scanning patterns and unhealthy patterns that develop on a page based on how the content is arranged. More on that below. Independent of scanning pattern, what makes a page effective?

7. What is the Site’s Purpose? Is the Purpose of the site clear? Eg. Is it for eCommerce, Lead Generation or Credibility? Does the CTA support this purpose?

8. Are the Headlines Compelling? Is the messaging in the headline compelling? Does it stand out visually?

9. Short Articles Are paragraphs short and readable? Is the article short and digestible? Does the page use links to break up text?

10. Layout Is the layout balanced and aligned? Do the graphics support the content?

11. Typography Does the font support the message? Is typography used to enhance the message?

12. Grammar and Punctuation Does the Grammar fit the mood of the site? Are bullets, numbering and whitespace used to enhance key content? Is the grammar provocative?

13. Logic and Sequence Is there a clear value proposition? Is the body well structured? Are the Calls-to-action compelling?

14. Fresh Content Is the content fresh? Is the fresh content in a prominent place? Is it obvious the content is fresh?

15. Contrast Does the page show contrast to draw the reader in? Is the contrast obvious and meaningful?

16. Inspire Emotion Does the site attempt to use emotion to draw the reader in? Is it working?

17. Using Examples Does the site use examples to supplement the message? Are the examples effective?

18. Big Picture First—then details Does the site present the big picture first…then the details? Is there a clear transition to the details?

19. Repetition without Redundancy Does the site repeat key points and concepts? Does the repetition reinforce the concept without offending (intelligence)?

20. Scanning Patterns pt. 1 Is a scanning pattern used by design? F- Pattern, Z-Pattern, Layering, Circular?

21. Scanning Patterns pt. 2 Is there a negative pattern? Bypassing, Spotted or Commitment?

22. Conversion Is there a Clear and compelling call-to- action within the primary viewing pattern? Is this conversion tracked?

23. Participation Are there ways the reader can participate with the site? Does the site give the reader a reason to return?