Overview

Because of the way we read text on screens, average users skim most text and instead choose to scan pages for relevant information instead.

Only 16% of people will read every word on the page. This means 4 out of 5 people will not read everything on a page. Most people skip through the page, scan the content for what they are looking for and read through the headlines. 

For years, usability researchers found that web users rarely read entire pages word for word.

Web Users

Scan pages

Pick out keywords and phrases

Read in quick, short bursts

Are action oriented

Search for key bits of information that lead them towards goal

Ignore most text because of the difficulties of reading on the Web

Tips

Use short sentences and paragraphs

Chunk your content.

http://www.usability.gov/how-to-and-tools/methods/writing-for-the-web.html

Don’t be too wordy

If you can say it in less words then do.

Use bullets and bold words

Pick out the key points that you are wanting to get across.

Bold important words so their eye catches the key parts.

Clear headlines and subheads

This helps when people are scanning the page for what they are looking for.

Leave whitespace on page

Don’t make your page too crowded with content; this helps legibility.

Use simple, familiar words

Avoid trying to sound too formal or “fancy” with the vocabulary.

Try to be simple and to the point.

This way, people will read through and process your content faster.

Avoid trying to be clever or creative

Be simple and to the point. People don’t want to have to interpret what you are saying.

Use Images as support

Make sure they support the information in the text.

Don’t use too many images for just texture.

Address your readers directly

Use the word ‘you’ to grab the reader’s attention.

Use Active Voice; Avoid Passive Voice

https://writing.wisc.edu/Handbook/CCS_activevoice.html

In active voice, the subject of sentence performs the action. In passive voice, the subject receives the action.

Active: The dog bit the man.

Passive: The man was bitten by the dog.

Inverted Pyramid Style of Writing

https://owl.purdue.edu/owl/subject_specific_writing/journalism_and_journalistic_writing/the_inverted_pyramid.html

A traditional structure in mainstream journalism writing.

Most important facts are in first sentences.

Less important information appears in following paragraphs.

First paragraph (lead) provides essential information; Who, What, Where, When and Why

Following paragraphs (called a “nut graph”) list additional details, quotes, stats, etc.

Structure priorities essential details first, then describes secondary information down the article.

Do not use ‘click here’

https://www.smashingmagazine.com/2012/06/links-should-never-say-click-here/

Users should know what to expect when they click a link.

The text that describes where to go is what should be linked.

Have your links end the sentence

Try to arrange your sentence so that it ends with their action.

Proofread

Proofread your content before you publish it.

When people see typos they lose trust in your site.

People won’t just land on your front page

Many people search for something and click directly into the first page they see has that info.

Look at the analytics of your website to learn where people are coming from to your site.

Read what’s on your site

Outline what pages you have on your site and what is the path people need to take to get to important information.

Create Personas

Think about who you are writing for.

Imagine you are these people.

Create a persona for the types of users that you expect to visit your site.

Imagine what info would be useful for them.

Think less about what you or your higher-ups want to publish.

Think of ways to be more useful and kind to the people you want to reach to and imagine what ways could be helpful to them.

Resources on the Web

A List Apart

http://alistapart.com/topic/writing

http://alistapart.com/topic/content-strategy

Online Articles

http://www.enchantingmarketing.com/writing-for-the-web-vs-print/

http://mashable.com/2011/09/12/website-usability-tips/#1gsyGd_8qqq9

https://moz.com/blog/how-to-write-for-the-web-a-new-approach-for-increased-engagement-whiteboard-friday

Writing for the Web Course

https://www.open2study.com/courses/writing-for-the-web

Tips from other Universities

New York University (NYU)

https://www.nyu.edu/employees/resources-and-services/media-and-communications/styleguide/website/writing-for-the-web.html

Rutgers 

http://ucm.rutgers.edu/web-ecommunications/web-writing

University of Akron 

http://www.uakron.edu/webteam/docs/dm_webwriting.pdf

Resources on campus

If you are staff or faculty at the College of Arts and Sciences, you can speak with the ASC Communications Team and we can talk through suggestions for your website.

If you’re outside the College of Arts and Sciences, consider talking with your unit’s communications team to see what changes you can make to your website.