The rhetoric of expectations for routes of informative consumption
Any webpage that is part of an internal navigation route must answer the five questions of rhetoric of expectations. A visitor at first sight, must satisfy the five expectations that define the content, its importance, its authorship and its relationship with the front and rear stage of the route. The painstaking work of building messages will give more cohesion to content, making more effective.
The Search Modelling Intent (SMI) in a content audit
In Estrategia del Contenido we will incorporate the SMI index in content audits. Adapting the index for the website produces an accurate reflection, a numerical result and comparable information on the ability of the content to answer hypothetical questions from users. This proposed is open to corrections and suggestions. It is a first approach to the calculation method.
A button on the checkout process of an online store is bad understood in Central. This case, that we couldn't confirm and seems certain, producing losses to the airline. In that country, understood the instruction completely contrary to what was intended. Changing microcopy, normalized store sales.