introduction to web writing Michał Prysłopski

I. Basic rules of web design People don't have time nor interest to read your website — they might at most scan it for a second Even if people read your site they wouldn't try to understand it — they don't consider your website's structure nor design conventions worth learning Good content is everything If people must find information on your website, they will find some surprising way to get it

II. Webwriting guidelines Use informative, straightforward language People won't click just to find out what you meant by some funny phrase Bad idea: „Your colleague's pocket” Good idea: „Check how much people earn” Remember who you are writing for — avoid a natural tendency to use your professional or corporate slang or obscure acronyms Bad idea: „3-day EOTW forecast” Good idea: „Weather for the weekend”

When everything is important, nothing is People expect the Web to be a concise encyclopaedia — no one reads long or ornate texts Bad idea: „The most thorough investigation of the subject of gender-related differences in work environment and effective salary.” Good idea: „The gender gap at work: in-depth review” When everything is important, nothing is Bad idea: „CLICK HERE FOR BEST DEALS!!! *CAR BUYER'S GUIDE *READ MORE ON CARS!!!” Good idea: „*Best deals on cars *Buyer's guide +more on cars”

Add examples wherever possible It is a good practice to use imperative statements like "Enter your salary", "Click when ready" Bad idea: „The rest of the story” Good idea: „Read more” Add examples wherever possible Bad idea: „Enter adjectives describing required car features or options included:” Good idea: „Specify details (red, ABS, leather):”

Conduct usability tests People get interested if they see words "sex", "free" and peoples' names (preferably their own) Bad idea: „A well known orange juice options' dealer finds his way into custody” Good idea: „Jim Balouba arrested” Conduct usability tests

III. Links made easy Links should clearly and permanently stand out from the rest of the text Avoid using words like "click here" — make object names clickable Bad idea: „To see our best offers click here” Good idea: „See our best offers”

If a link leads to some non-html content (PDF, RTF), make it clear: add an icon or at least the format name and preferably the size of the file Bad idea: „Annual report” Good idea: „Annual report (PDF, 1.3MB)” More of what? Bad idea: „*Shirts *Trousers *Socks +more” Good idea: „*Shirts *Trousers *Socks +more garment categories”

IV. Further reading Don't Make Me Think! by Steve Krug Homepage Usability by Jakob Nielsen and Marie Tahir