Who is the first person you call when you need a website? It should be a technical communicator. Often described as a web content developer or web writer, a technical communicator with knowledge of the important disciplines of web usability and user advocacy will save you thousands of dollars when building or enhancing your web presence.
A web designer might be the first call you make when thinking about your new site. Their job is to make the website look pretty. You want an up to date look and feel for your site, you want the colours to be attractive, and the overall design to be inviting. Designers create or modify CSS and page templates, create the visual images needed for the site, and give the entire site a pleasant, uniform look.
The efforts of those two professionals give you a site that looks nice and works well. There are no broken links. Images don’t overlap. The site is attractive and functional.
But does it do the job you need it to do? Can customers or potential clients find the information they need? Does the user interface (UI) support the user in achieving their goals? Is it usable?
If you had called a technical communicator first, that individual would not only project manage the site’s development and co-ordinate the activities of the web developer and web designer, but they would ensure your content is well written and makes sense. They would ensure any user of the site is able to navigate to what they want easily, and is prompted to take the right action. They would ensure your website meets the objectives you have for your web presence. They would review and improve the work of the designer and developer, pointing out any potential bugs before the user sees them. And they would keep you from spending money on bells and whistles that may make the website cool but contribute nothing to the value the site offers visitors.
Getting a good website requires having each member of the website triad — the technical communicator, the web developer, and the web designer — work together to make a site that does what you need it to do. Whether you want your site visitor to buy something, pick up the phone for an appointment, or just get necessary information quickly and effectively, the way your site merges functionality with design in a way that leads the visitor to take that action is largely the result of the technical communicator’s skill in unifying the development and design efforts.
Web content also needs to be optimized for search engine results (SEO), something a good web writer or content developer can accomplish as well.
Usability for a website means that the visitor can accomplish the goals they had when they came to the site. If customers leave without buying because they couldn’t figure out how to navigate to the product they want, or they get frustrated because they cannot read the faint gray type on the web page, your site has failed, no matter how much money you spent on it. If you are hiring a creative agency, make sure they have someone with technical communication skills assigned to your project.
Technical communicators save companies money, time and headaches no matter what jobs they are asked to do. Helping make websites that work is just one of them.