WRITING FOR
THE WEB
How Users Read on Web?
They don't. People rarely read Web pages word by word; instead, they scan the page, picking out individual words and sentences.
Concise, SCANNABLE, and Objective: How to Write for the Web
• by Jakob Nielsen and John Morkes on January 1, 1997
• Topics: Writing for the Web
• Summary: Studies of how users read on the Web found that they do not actually read: instead, they scan the text. A study of five different writing styles found that a sample Web site scored 58% higher in
measured usability when it was written concisely, 47% higher when the text was scannable, and 27% higher when it was written in an objective style instead of the promotional style used in the control condition and many current Web pages. Combining these three changes into a single site that was concise, scannable, and objective at the same time
resulted in 124% higher measured usability.
PLANNING GREAT CONTENT
• Creating content is a process that starts with planning
• Everything we write in the workplace is functional
• What do you want people to do? (purposes)
• Who are those people and what should you keep in mind about them? (personas)
• What's your key message? What questions are they asking? (conversations)
• Examples: Using the power of this planning to evaluate a successful website and an unsuccessful one
Think "mobile first"
• Cut! Cut! Cut!
• Converse! – pronouns, active voice, strong verbs
• Keep it short! – short sentences, tiny paragraphs, fragments, lists
ENGANGE PEOPLE
• Engage people immediately
• Assume people will skim and stop
• Put the key message first
• Answer site visitors' questions (but not with a separate FAQ page)
• Break it up with meaningful headings
Make every word count
• Choose the shortest, simplest word that has the right meaning
• Use microcopy wisely
Finish the process
• Review and edit
• Test for usability
• But even before that – walk your personas through their conversations
• Everyone: Put your ego in a drawer
