If most of today’s Web links were married they’d be heading for divorce because they never keep their promises. “Darling, I’ll be home at 10.” But the cad of a link doesn’t come home until four a.m.
The link says, “Launch online application form.” What’s a reasonable expectation? That if you click on the link, an online application form will launch. So I click. Nothing launches. I just get a page of useless text telling me: “This is a secure site designed to help customers correctly complete a passport application online.” Well, fancy that.
So I scan the page for a link and I find: “Start application process.” From launch to start, am I moving forward at all? I click on that and arrive at a page whose heading is: “Before you start.” Hello? I already launched, then I started, now this page is telling me that I haven’t even started yet. What’s up?
On another Web site the link says “Become a member.” I click on it. The next link says, “Join.” I click on it. The next link on the next page again says, “Join.” I click on it, and get another page of useless text. But I’m making progress because the current link says: “Join Now!”