Writing For the Web

Reader behavior:

• People "speed read" on the computer
• 4 times as fast as they read paper documents
• They rarely read word-by-word -- they scan, picking out individual words and sentences
• Nielsen study 1997: 79% scanned, only 16% read word-by-word
  
• Users roam from page to page and link to link
• Readers will print anything longer than ½ page and read it offline
• Credibility is important to Web users

How you should write:

• Use excellent writing skills (spelling, grammar)

• Stick to the point - keep your writing short, sweet
  • Users are busy and usually want to get straight facts

• Use scannable text:
  • Highlight keywords (with underlined links, typeface variations, color variations)
  • Use meaningful subheadings
  • Use bulleted lists
  • One idea per paragraph - put it in the first line of the paragraph
  • Use inverted paragraph style:

    conclusion first
    important facts near top of first paragraph

• Avoid empty chatter - don't try to be too clever
• Don't use "marketese" (boastful claims = "hottest ever")
• Think globally - if your users are international, they may not understand clichés and metaphors

Other Text on the Page:

• Break up information into logical chunks - connected with links Web guide
• Links:
  • Should be used sparingly and as a reinforcement of, not a substitute for, content
  • They can be too distracting in the middle of text - place off to the side and explain their purpose
  • Have links open a new browser window
  • Or, have reference/resource page
• Page title:
• often first thing users see (especially with slow Internet connections)
• it's the text for bookmarks
• in search engines, it's the primary descriptor of your page
• Should include name of company, organization, or web site
• Should be a concise, clear reminder of page contents
  
• Navigation buttons:
  • remember the strange room with lots of doors!
• Include information, credentials of page creator and date all pages

NOTE:

• Some writing isn't suited to scannable text -- don't "dumb down" important material
• Make printable version for long pages of text
  • Readers will print anything longer than ½ page and read it offline

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