Websites for terrible teens

CA3 is currently developing a website aimed specifically at teens. Its aim - to help them understand more about the many different career options available in the NHS, other than doctor or nurse. This meant a lot of research and insight, some of which we thought we'd pass on below.

Creating a website for a teenage audience requires a different approach to that of an adult one. Content, of course, is still king but there are some subtle differences that can make a difference between your website succeeding and failing. These are some of our top tips.

Interactivity is key

Most teens prefer to be doing something rather than simply sitting there and reading content - that's what they do in school after all. Comments, polls, contests, forums, quizzes and the ability to 'ask an expert' are all very popular. Above all, make them feel part of a community.

Rich content over written content

Keep text short and sweet, supported (if not superseded) by an ample helping of imagery and video. Teens are far less likely than adults to stick around on websites with useful content but poor presentation.

Keep it simple stupid

Don't make the viewer think to much. Simple and easy navigation is key, as is an uncluttered appearance and intuitive navigation. Remember, teens have grown up living digital, so they expect your site to be slick.

#watchyourtone

Don't try and talk teen, unless you happen to be a teen. Speak normally, but keep your tone casual, light and young - an authoritative tone can easily turn teens off and you don't want to remind them of their parents. Likewise, if you're to kiddie they'll hate you even more.

Mobile, mobile, mobile

If your site isn't responsive (or you have a mobile version) you may as well shut up shop. If teens could have their mobiles surgically implanted in their bodies they would, so if your website isn't mobile, it isn't working.

Let's not forget social

Social networks have pretty much replaced email for teens, especially a lot of the dark social apps (like Whatsapp). Incorporate sharing and commenting into your site as much as possible. And, harness the power of these social networks to help build your audience.

Be bright, be bold, be beautiful.

With a short attention span, it's hugely important you grab a teen's attention, hold it and keep them engaged. Bright, bold colours are a must. Avoid blacks and greys and ensure that the next 'must see' is only one tap away.

New content, every week

Every website should refresh it's content to keep it engaging, up-to-date and to encourage repeat visits. This is even more imperative with a  teen audience. We'd recommend a change to the homepage content at least a couple of times a week.