Upholding the second usability heuristic in writing, visual, and interaction design demonstrates that the site knows its users and cares about them. It shows empathy and acknowledges them as important. In an age where users read less and less but are inundated with more and more online options, prioritizing and applying the second usability heuristic is a dependable way to differentiate while staying relevant, building trust, and instilling feelings of familiarity, which will lead to loyal users.