Writing for the web

1
Writing for the web

• Writing for the Web is very different from
  writing for print.

2
Web vs. Print

• 79 of users scan the page instead of reading
  word-for-word.
• Reading from computer screens is 25 slower than
  from paper.
• Web content should have 50 of the word count of
  its paper equivalent.

3
Placement of information

• Users don't like to scroll through masses of
  text.
• Cut the text down to 50.
• Proof read, spell check and tighten up the text.
• Put the most important information at the top.
• Two screens of information per page.

4
Web users are impatient and critical

• They have not chosen your site because you are
  great but because they have something they need
  to do.
• Select information based on audience need not
  organizational structure.

5
Informal vs. formal writing

• Users appreciate a somewhat informal writing
  style and small amounts of humor.
• But do not use clever or cute headings since
  users rely on scanning to pick up the meaning of
  the text.

6
Be wary of puns, acronyms, humor

• Limit the use of metaphors, particularly in
  headings Users might take you literally.
• Use simple sentence structures.
• Puns do not work for international users find
  some other way to be humorous.

7
Highlight

• To make keywords stand out, use highlighting
  liberally Highlight about three times as many
  words as you would when writing for print.
• Colored text or colored backgrounds can also be
  used for highlighting.
• But don't use blue for words. That color is
  reserved for hyperlinks.
• Avoid highlighting entire sentences or long
  phrases since a scanning eye can only pick up two
  (or at most three) words at a time.

8
Increase scannability

• Bulleted and numbered lists slow down the
  scanning eye and can draw attention to important
  points.
• Short paragraphs.
• Meaningful headings and subheadings.
• Each paragraph should contain one main idea
  users tend to skip any second point as they scan
  over the paragraph.

9
Inverted pyramid style

• Start the page with the conclusion as well as a
  short summary of the remaining contents.

10
Links separation

• Usability experts recommend that we go with the
  standard link color.
• If not, make the link stand out by using a
  different color, underline or pointers.

11
Credibility

• You have to work to earn the user's trust.
• Avoid "marketese" in favor of a more objective
  style.
• Make it easy to verify the accuracy of
  information on your site.

12
Increasing credibility

• Show that there is a real organization behind the
  site as well as honest and trustworthy people
  with expertise in your organization.
• Avoid errors of all types, no matter how small
  they seem.
• Update your content often.