What makes a good website? It’s a question that’s as old as the internet. That may not be very long, but it is still a question that has been asked many times over.

There are a number of enduring fundamentals that web designers and marketers keep going back to. Even though the web has changed out of all recognition from the static text-based platform it started out as, what makes a good website is still as true today as it’s always been – which is since Tim Berners-Lee invented it in 1989.

In what is now a classic in the field of web studies John Morkes and Jokob Nielsen summed it up in three memorable words: “concise, scannable and objective”. That description formed part of the title to their frequently cited paper on “How to write for the web”. And what held true when their paper was first published still holds true today. And it applies to a far broader readership and in a far more meaningful way than it did to the academics they were writing for in 1997.

It doesn’t matter how great a website’s architecture may be; if users aren’t able to grasp what a site is about from the first moment they set eyes on it then that site is doomed to repel as many readers as it retains. This is particularly true in commercial settings where every click carries value. Stickability is a key asset, and despite over 20 years of research, some sites are still doing it way better than others.

A particularly good example is the 32Red online casino. From the very first impression visitors are left in absolutely no doubt about what the site is offering, what its recreational priorities are and how visitors can access the range of games on offer. This is not the same thing as saying that the site is primitive or in any way simple. It is not. Like anything that is done well, it gives the impression of being almost natural in the way it presents itself to the user. Easy readability and simplicity are not the same thing at all.

A brief survey of other similar, competing sites, such as the 888.casino.com and casino.bet 365 show a similar level of attention to the bottom-line boosting benefits of making the message immediately impactful from even the most fleeting scan. This is an intensely competitive environment and so it is not surprise to see this similarity – imitation is the sincerest form of flattery.

These sites are part of a massive industry that is enjoying a global surge in popularity. So it is also no surprise to learn that if the aim is to appeal across languages and cultures all around the globe the best way to do that is to communicate in a way that is as user friendly as possible.

That is not simply a matter of website architecture. It is easy to forget in this technologically advanced arena that getting people to part with their cash fundamentally rests on one of the very oldest technologies known to mankind.  Language still matters, and being objective, that is especially true if it is used on the web in a way that is concise and scannable.