Writing for the Web - What You Need to Know

owner — Fri, 18 Apr 2008 22:28:52 +0000

Do you have a Web site, but wonder how well it is conveying your key messages? Or are you thinking about writing for your Web site? Here are 10 tips to help you do it right:

Less is more. When it comes to reading on the Web, people are impatient. Usability studies show that people scan the text rather than reading word-for word. They must quickly find what they want, or they won’t stay.
Put the most important information first. The first paragraph on every page should contain the conclusion so site visitors can know immediately what the page is about and decide whether they want to read further.
Emphasize key information. Use headings, bulleted lists, numbered lists, and limited amounts of bolding and color to draw the reader’s eye to key information, and use them frequently.
Use active voice. In active voice, the relationship between the subject and the verb is clear: “I made mistakes when I cancelled the product line.” In passive voice, the do-er of the action is less clear: “Mistakes were made when the product line was cancelled.” Active voice is clear, has more zip, and is more concise.
Use clear, plain language. The Web is international, but even if you think your visitors are native speakers, always use shorter words and avoid slang where possible. Complex words are even harder to read and understand online. For example, use “Joe completed the task on time” not “Joe completed the task in a timely manner”.
Use consistent terminology. To avoid confusion, visitors need writing that is consistent. For example, if visitors need to create an account, avoid writing “user account” and “user login” to mean the same thing.
Limit paragraphs to two or three lines. Each paragraph should convey a single idea, so the site visitor can easily scan it and not worry about missing important information.
Make links descriptive. A link that says “Click here” is useless. The visitor must stop, back up, and at least read the prior sentence. The link should describe its purpose. For example, “Subscribe to our newsletter” is better than “To subscribe to our newsletter, click here”.
Use digits for numbers. Visitors often scan for facts, such as product weight or size, and numerals are easier to spot. Plus, they are more compact, so use numerals for all numbers, even those below 10.
Clearly label buttons. Buttons should express what happens when they are pressed, and use words that visitors understand. Clarity is especially important when visitors are making purchases on an e-commerce site. For example, to take visitors to a page that verifies their order, use a button that says “Verify my Order” not “Order Now”.