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Web Usability ISN’T Buzzworthy

Usability is a concept that every web user embraces. Who doesn't like an easy to use web site?  Combine an easy to use web site with some smart Internet marketing fundamentals and most companies have a decent chance of being successful online.  The problem is that the term usability confuses many people. 

Why Isn't Web Usability Buzzworthy? 

Unless you’re in the technology or web industry it is doubtful that many people can comprehend “web usability.”  When someone asks me “what do you do?” I reply with “web usability consultant.”  Their response is either “what?!?” or “I’ve never heard of that before.” Those words are almost instantaneously followed by a look of confusion.  After a brief explanation, some people might understand the basic premise of usability consulting.  Ask ten different people inside the web industry to define web usability and you'll get ten different explanations. I’d argue that in order to be buzzworthy people need to at least understand the basic term.

Then There Is Being Blunt
Here is the ironic part. If the description is diluted down to “I help companies make sure their web site doesn’t suck,” (an ode to Vincent Flanders) people know exactly what you’re talking about.  Is it professional? Absolutely not!  Do people instantaneously understand what you are talking about? Yes.  There are other words and explanation that someone could use to describe web usability, but it seems like the blunt approach is the most effective.  The blunt description is easily understood by upper level management to the casual web user.    

The problem of a good buzzword is problematic in other Internet segments. “Linkbait” is a term that many people in the SEO industry are trying to change.  Linkbaiting involves compelling people to provide a backlink to a web site or certain web page.  Unfortunately the term sounds like something bad or nefarious.   

The term concept of usability is great, but the term is far from sleek or catchy.  If people don’t easily understand the term “usability” how is anyone suppose to buy into the benefits of usability?

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