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Use Familiar Language

Avoid jargon. If your site customers are consumer car buyers, for example, avoid technical details that they won't understand. Instead of a link name such as Torque and traction to avoid hydroplaning, use something like Driving safely on wet roads.

A corollary of this rule is to use link names that everyone else is using. For example, nearly everyone calls the area where you can see what you plan to purchase a Shopping Cart or a Shopping Bag. Other common names include Home for the homepage, Search or Find for the search page, and My for a personalized Web page. Stick to names your customers already know.


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