Writing for the Web

It’s easier than you think.

Different Approaches

Brevity and bullets rather than a story Write for a restless reader Actionable content, not narrativeWrite for linking Sentence fragments are desirable, not

verboten

Brevity, bullets, no story

Write like you’re outlining ideasKey points, written shortBreak up text into bullets or short

paragraphs with subheadsSave narratives and stories for linked

pages or downloadable documents

Write for a restless reader

Remember that web-surfers are searching for specific content.That’s why search engines are most

peoples’ home pagesUsers go to the Internet with a

purpose; short attention spans are the rule.

Actionable Content

Make it easy for your users/readers to find what they’re looking for:Links to deeper pages and infoBoldface subheads steer the eyeOrganize text by frequency of useBreak up blocks of content with

photos, graphics, charts

It’s OK to fragment

Defy your English teacher:Write short, sharp, clearDon’t worry about verbs, but if you use

them make them activeUse only the words you need; avoid

superfluous flowerisms

On the Web, you must start with your key words because users often scan down the left part of a list of items. They never see the last words in a link unless the first few words attract their attention.

Not “The long-term consequences of pot smoking,” but “Pot smoking damage over years.”

How the eye moves

From Eyetrack IIIhttp://www.poynterextra.org/eyetrack2004/about.htm

QuickTime™ and a decompressor

are needed to see this picture.

QuickTime™ and a decompressor

are needed to see this picture.

Write in soundbites

Rather than long blocks of text, written for the page with careful grammar and excellent punctuation, write as if you had 10 seconds to say what you want your webpage’s visitor to hear.

Version A

When a freshman first sets foot on the UCSF campus, he or she will have several needs: to find their classes, to know where their professors’ offices are, and to learn where the cafeterias are housed.

Version B

New Student’s Guide to housing, class locations, food

QuickTime™ and a decompressor

are needed to see this picture.

QuickTime™ and a decompressor

are needed to see this picture.

QuickTime™ and a decompressor

are needed to see this picture.

QuickTime™ and a decompressor

are needed to see this picture.

QuickTime™ and a decompressor

are needed to see this picture.

Reference websites:

www.gooddocuments.com/techniques/overview.htm

www.useit.com/papers/webwriting/

www.buzzwhack.com/

www.december.com/web/develop/overview.html

www.ddj.com/authors.htmjerz.setonhill.edu/writing/e-text/conventions.htm