INSIGHT 08
MAKE EVERY VISITOR FEEL WELCOME.
A website welcomes people through more than its colours and images. The words it uses, the way information is organised, and how easily people can read and interact all shape the experience.
The insight
A welcoming website does not assume that every visitor has the same background, knowledge, device, or ability. It explains things clearly, avoids unnecessary jargon, uses readable text, and makes common tasks straightforward. Thoughtful accessibility benefits the experience while helping more people use the site.
Three ways to be more welcoming
- Use plain language and explain unfamiliar terms.
- Make text readable and maintain sufficient contrast between text and background.
- Check keyboard navigation, link clarity, form labels, and image descriptions where appropriate.
A welcoming digital experience helps people feel that the business has considered their needs—not just its own message.