Need more web traffic? Get with the kids

The web is an excellent resource for raising public awareness among young people which can often go untapped through poorly designed or non existent websites. According to a recent USA study, 83% of teens are regularly online, so neglecting a younger demographic is a missed opportunity to increase web traffic. Few websites have a design which will appeal equally well to the younger generation as well as adults, but a few basic changes to your website can make all the difference.

TO INCREASE WEB TRAFFIC, DIFFERENTIATE BETWEEN YOUTH AND ADULT DESIGN
Young people and adults have different things in mind when they go online. Children often use the internet for entertainment and community, as opposed to adults who use the web for work or more generally for finding information. This means that younger users are used to more stimulating, visually attractive material in websites, and they will expect this from their online experience. Primarily, the site layout has to be clear and simple for young users. Contrary to popular belief, a bright, busy site is not ideal. Children do not have the patience or often the ability to work out how to navigate through a page packed with links, text and graphics. However, it is important to bear in mind that teenagers pay more attention to the visuals of a site than adults, so they also expect 'cool' graphics.

It is important to bear in mind that text should be punchy and written in a register which all ages can understand, avoiding complex terminology and long sentences. Writing carefully targeted copy with catchy headings will break information up into manageable chunks. Also, use headings and sub-headings that contain keywords that will help boost your site's ranking in search engines. Limiting the overall length of each page may be beneficial, as children will rarely scroll down the page, whereas adults have learnt that doing this may reveal more information. Browsealoud is a text to speech utility that reads aloud the text while highlighting it. Making your website Browsealoud-enabled will make it more user-friendly to children and young people who find it difficult or don't like to read online.

MISCONCEPTIONS ABOUT WEBSITES FOR YOUNG PEOPLE AND CHILDREN
Although kids and teens are attracted to slick design, too much glitz and overcrowding will confuse them and make your site unusable. Only add colour and graphics where they will catch users' attention and therefore engage the user more. Sticking a 'kids zone' page onto your existing site is not necessarily the best option. Children don't want a childish website written especially for them, complete with primary colours and nursery style pictures. According to research by usability expert Jakob Nielsen, children often prefer simple sites which have been designed for adults, such as Amazon and Yahoo.

Websites designed for teenagers can also be based on misconception. Teens are often classed as techno-experts, who spend their lives online via social networking sites, messaging and more. Nielsen's study found that only 55% of teenagers were able to successfully access some selected websites. This compares to a 66% rate for adults. So, it's important not to over estimate teens' techno-expertise, and ensure that your site's navigation is intuitive, and that any applications and add-ons are easy to use.

INCREASE WEBSITE TRAFFIC BY SETTING A GOOD EXAMPLE
Many examples of websites which appeal to all age groups are visible across the web, and include:
- Vibrant colours and animations to illustrate relevant activities
- Short sentences and punchy, direct language
- Interactive features, online donation, news videos
- No scrolling down

GET THEM TO INTERACT
Once you have attracted younger users to your website, interactive features could be what make them stay. Features such as online quizzes, comment boxes, feedback forms and voting buttons are a good way to pull in kids and teenagers and to help them feel that they are making a mark. Many websites and social networking sites have message boards, so adding this facility to your site should be popular with younger users. According to a recent Ofcom report, up to 49% of 8-17 year olds use social networking sites, so getting your cause onto Facebook, Bebo, or Myspace has never been easier or more effective to increase web traffic. Making the most of interactive tools, as well as following these other guidelines should open your website to all and maximise traffic, increase public awareness and drive revenues.

Associated Link: Raspberry Frog

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