Using the correct English variant can do much to enhance the usability of a website, it has been claimed.
According to usability expert Jakob Nielsen, the decision to write website copy in American or British English can avoid confusing web users and make it clear that the site is relevant to them – an issue that those involved with multilingual search marketing may also come across from time to time.
Choosing the wrong type of English could lead to the misconceptions that the website is either prone to making mistakes or is irrelevant to the user’s area, he stated, going on to advise developers to choose the right variant for the site’s target audience or country.
"Pick one language variant and stick to it. Varying the style confuses everyone and signals poor attention to detail," Mr Nielsen remarked.
According to Google engineer Matt Cutts, it is important to ensure website copy is correctly spelt as any mistakes could harm conversion rates.