Heuristic = a big word for something simple
‘Heuristic’ is a clever-sounding word for something simple and helpful: a shortcut, a rule of thumb, a guideline to help you evaluate and solve problems.
A heuristic framework gives you a quick, agile, low-cost way to assess something. The framework is made up of individual heuristics that each help you look for specific qualities or standards in the thing you’re reviewing. By following the framework, you can find issues and recommend improvements in a structured, consistent way.
Heuristic frameworks are common in the world of digital design and user experience. The best known is probably Jakob Nielsen’s 10 Usability Heuristics for User Interface Design, which has been around since 1994 (!). (See the 10 usability heuristics for user interface design.) It’s not the only framework — there are a huge number of different ones out there, helpfully summarised and illustrated in this article by Michael Kritsch: Usability heuristic frameworks: which one is right for you?
But I’ve found that none of them are quite right for assessing content.* So I’ve been building up one of my own over the last few years. The intention behind the content heuristic framework is to give you some basic rules of thumb for what great content looks like.
*I’m talking specifically about content-content here: web pages, advice, and information, landing pages, product copy, editorial, and the like. If you’re looking for a heuristic framework for UX writing, take a look at this one by Bobbie Wood: UX writing checklist: content heuristics for designers.
Use the content heuristic framework to:
- Evaluate content when you’re short on time or budget and can’t do a full content audit
- Structure the feedback you give or receive on content
- Find ways to improve individual pages
- Find ways to improve whole content types or formats
It’s a quick, simple method based on best practice – ideal for when you’re short on time or budget. It’s not a replacement for user testing.
Free template and poster
I’ve created this as a spreadsheet template that you can use to review your content. As I was writing it, I also realised that it reads a bit like a manifesto, so I’ve made a poster version too.
The heuristic framework
1. Content should be strategic
Content should ladder up to the organisation’s strategic pillars or goals. Some kinds of content will have a more direct connection than others, but the strategic justification should always be there.
Signals
- You can pinpoint the strategy pillar/policy/point the content relates to.
- You can measure how the content impacts a strategic goal.
2. Content should be relevant
Content should be relevant to the user and their needs, and appropriate for the context they’ll use it in. It should also feel credible and appropriate coming from the organisation publishing it.
Signals
- You can pinpoint which user the content is for and what need it meets.
- The subject matter is something the organisation/author has authority or credibility to speak on.
3. Content should be informative
Content should provide reliable, accurate, up-to-date information. It needs to give people the appropriate level of detail to meet their needs. It should inspire trust in the user.
Signals
- Content is up-to-date/has been reviewed recently
- Content was written or reviewed by someone with expertise on the subject matter
- Content is comprehensive
- Content shares its sources of information
4. Content should be clear
Content should be clear, concise, easy to understand, and avoid complex language or jargon that the user will not understand. It should not mislead or misdirect the user.
Signals
- Content uses plain language and explains unfamiliar terms.
- Content uses short, simple sentences.
- Content does not use deceptive patterns and language.
- The content respects the user.
5. Content should be structured
Content should be organised in a way that makes it easy for users to find the information they need quickly. The structure of the information should make it easier for the user to understand and take action.
Signals
- Content is easy to scan read.
- The essential information is at the top of the page.
- Content uses sub-headers, bullet points, and short paragraphs to break up text.
6. Content should be engaging
Content should connect with the user and hold their interest. Engagement is partly the result of being relevant, but it’s also about being well-written, well-designed, unique, and having a compelling point of view.
Signals
- Headings are compelling.
- Tone is appropriate to the user, information, and context.
- Images and other media are appropriate, good quality, and add to the content.
- Content is unique and has a point of view that’s specific to the organisation.
7. Content should be consistent
Content should follow a consistent style, voice, and messaging. It should also use consistent formats and design elements to create a harmonious experience.
Signals
- Capitalisation is consistent.
- Spelling is consistent.
- Colours are consistent.
- Components are used consistently.
8. Content should be accessible and inclusive
Content should be accessible to all users, including disabled people, and should follow the Web Content Accessibility Guidelines. It should be inclusive of users from different backgrounds and contexts.
Signals
- Images have alt text (unless they’re purely decorative).
- Content works with a screenreader.
- Content works with keyboard navigation.
- Content works on all devices and screens.
- Content uses inclusive language and concepts.
9. Content should be findable
Users should be able to find the content. Findability is about optimisation for organic search, but it’s also about navigability.
Signals
- Content has an H1 heading that reflects keywords users would have in mind.
- Title tag and meta description are well-written and relevant.
- The navigation path for reaching the content is appropriate.
10. Content should be actionable
The content should provide a clear, appropriate next step for the user. This next step should help the user with something they want to do or would be interested in.
Signals
- Content has a clear call to action.
Summary
- Heuristics are simple shortcuts or guidelines that help evaluate and solve problems.
- The content heuristic framework provides basic rules for great content and can be used to evaluate and improve content quickly and consistently.
- It can be used to evaluate individual pages, whole content types or formats, and can help improve content quickly and effectively.
- Content should be:
- Strategic
- Relevant
- Informative
- Clear
- Structured
- Engaging
- Consistent
- Accessible
- Findable
- Actionable
