Content is the most important part of a Web site. If the content does not provide the information needed by users, the Web site will provide little value no matter how easy it is to use the site.
When
preparing prose content for a Web site, use familiar words and avoid
the use of jargon. If acronyms and abbreviations must be used, ensure
that they are clearly understood by typical users and defined on the
page.
Minimize
the number of words in a sentence and sentences in a paragraph. Make
the first sentence (the topic sentence) of each paragraph descriptive of
the remainder of the paragraph. Clearly state the temporal sequence of
instructions. Also, use upper- and lowercase letters appropriately,
write in an affirmative, active voice, and limit prose text on
navigation pages.
Writing
for the Web is not the same as writing for print because people read
differently on the Web. One of the impediments to online reading is
physical: It’s harder to read on a screen than it is to read on paper.
Even
the best computer monitors are hopelessly fuzzy when compared to the
crisp images on a glossy magazine page, and the extra effort this
requires from human eyes and brains slows readers down. The longer the
document, the bigger the problem.
The
physical impediment will lessen—perhaps even disappear—in time. Today’s
monitors are vastly better than the ones in use a decade ago—especially
the latest generation with flat screens and liquid crystal displays.
Better software is also helping. Microsoft, for instance, has created a
superior family of type fonts specifically designed for online reading
(Arial and Tahoma are two of the most widely used). Innovation
continues.
But
the more significant barrier web writers must overcome is behavioral,
not physical, and technological advances may never break it down.
Everyone who’s observed, tested, or studied online reading agrees that
people behave differently when online. When viewing a new page, they
don’t read—they scan. They look at headings and subheadings first; they
scan for hyperlinks, numerals, and keywords. They jump around, scrolling
and clicking—their fingers never far from the browser’s “Back” button.
The word that best describes their behavior is: impatient.
The
challenge for the web writer is to overcome readers’ impatience by
keeping things as brief as possible. It’s a big challenge. Writing 250
breezy words on a given subject is usually harder than writing 1,000.
There’s an anecdote editors like to pass along that goes like this: One
editor gets a long letter from a friend. After the signature at the end
of many pages is a scribbled apology: “Pardon me for going on. I didn’t
have time to write a shorter letter.” Fictional? Probably. Corny?
Certainly. But dead-on.
Elements of writing for web
- Make Action Sequences Clear
When
describing an action or task that has a natural order or sequence
(assembly instructions, troubleshooting, etc.), structure the content so
that the sequence is obvious and consistent.
- Avoid Jargon
Do
not use words that typical users may not understand. Terminology plays a
large role in the user’s ability to find and understand information.
Many terms are familiar to designers and content writers, but not to
users. In one study, some users did not understand the term ’cancer
screening.’ Changing the text to ’testing for cancer’ substantially
improved users’ understanding.
To
improve understanding among users who are accustomed to using the
jargon term, it may be helpful to put that term in parentheses. A
dictionary or glossary may be helpful to users who are new to a topic,
but should not be considered a license to frequently use terms typical
users do not understand.
- Use Familiar Words
Use
words that are frequently seen and heard. Use words that are familiar
to, and used frequently by, typical users. Words that are more
frequently seen and heard are better and more quickly recognized. There
are several sources of commonly used words
Familiar
words can be collected using open-ended surveys, by viewing search
terms entered by users on your site or related sites, and through other
forms of market research.
- Define Acronyms and Abbreviations
Do
not use unfamiliar or undefined acronyms or abbreviations on Web sites.
Acronyms and abbreviations should be used sparingly and must be defined
in order to be understood by all users. It is important to remember
that users who are new to a topic are likely to be unfamiliar with the
topic’s related acronyms and abbreviations. Use the following format
when defining acronyms or abbreviations: Physician Data Query (PDQ).
Acronyms and abbreviations are typically defined on first mention, but
remember that users may easily miss the definition if they scroll past
it or enter the page below where the acronym or abbreviation is defined.
- Use Abbreviations Sparingly
Show
complete words rather than abbreviations whenever possible. The only
times to use abbreviations are when they are significantly shorter, save
needed space, and will be readily understood by typical users. If users
must read abbreviations, choose only common abbreviations.
- Use Mixed Case with Prose
Display
continuous (prose) text using mixed upper- and lowercase letters.
Reading text is easier when capitalization is used conventionally to
start sentences and to indicate proper nouns and acronyms. If an item is
intended to attract the user’s attention, display the item in all
uppercase, bold, or italics. Do not use these methods for showing
emphasis for more than one or two words or a short phrase because they
slow reading performance when used for extended prose.
- Limit the Number of Words and Sentences
To optimize reading comprehension, minimize the number of words in sentences, and the number of sentences in paragraphs.
- Limit Prose Text on Navigation Pages
Do
not put a lot of prose text on navigation pages. When there are many
words on navigation pages, users tend to rapidly scan for specific words
or begin clicking on many different links, rather than reading the text
associated with the links.
- Use Active Voice
Compose
sentences in active rather than passive voice. Users benefit from
simple, direct language. Sentences in active voice are typically more
concise than sentences in passive voice. Strong verbs help the user know
who is acting and what is being acted upon. In one study, people who
had to interpret federal regulation language spontaneously translated
passive sentences into active sentences in order to form an
understanding of the passages.
Write Instructions in the Affirmative
As
a general rule, write instructions in affirmative statements rather
than negative statements. When giving instructions, strive to tell users
what to do (see a dentist if you have a toothache), rather than what to
avoid doing (avoid skipping your dentist appointment if you have a
toothache). If the likelihood of making a wrong step is high or the
consequences are dire, negative voice may be clearer to the user.
- Make First Sentences Descriptive
Include
the primary theme of a paragraph, and the scope of what it covers, in
the first sentence of each paragraph. Users tend to skim the first one
or two sentences of each paragraph when scanning text
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