Writing for the Web 5 key questions

1. How do users read web sites? They don’t read. …They scan. Users only read 20% of words on a page The amount of text on a page matters The placement of text on the page matters

When you go to a website, do you read everything on the page? Why do you think users only scan text?

2. Why do users read web sites? To get information To find answers to questions …and to do it quickly

3. Who is my audience? Your organizations mission will help you determine your audience. Possible audiences for teacher websites: Students Parents Colleagues

4. How does audience influence content? Everything you write should be audience-centered Think of writing as a conversation Adjust your conversation to your audience Level of experience with the subject matter General demographics Emotional state Values

Tip: Create a composite character Develop a profile include information you have gathered, name her or him, and even include a photograph or drawing. Now, when writing, you are having a conversation with “Sarah” instead of “the users.”

5. How should I approach the writing process? Your text should… Be easy to skim Be chosen carefully Engage readers Use key words

Is the text easy to skim? Enter bite-sized chunks of text, easily digestible by the eye Short paragraphs Bulleted or numbered lists Tables A bite, a snack, a meal

Is this text easy to skim? The Murrysville Planetarium, a local astronomy center, is located in Sardis Square, next to the Sleigh Bed Inn, at 380 Franklin Boulevard, Murrysville, PA 15668. The Murrysville Planetarium is open Tuesday through Sunday from 11:00 am to 5:15 pm and late on Wednesday until 7:00 pm. Admission is $9 for each adult, $7 for seniors (including visitors who are 65 years of age or older), $5 for children 12 and under, and free for college students (with valid student ID). Call our office at 7245558492 during normal business ours for more information, or after hours for a recording.

Is this text easy to skim? The Murrysville Planetarium Location: 380 Franklin Boulevard, Murrysville, PA 15668. Hours: Mon. Closed Tue. 11:00 - 5:15 Wed. 11:00 - 5:15 Thu. 11:00 - 7:00 Fri. 11:00 - 5:15 Sat. 11:00 - 5:15 Sun. 11:00 - 5:15 Admission: Adults: $9 Seniors (65+): $7 Children (12 & under): $5 College Students (valid id): Free

Headings Should contain key words and be compelling to your audience Should be used liberally; users should see more than one without scrolling

Types of Headings Questions – Users have questions, they see questions Statement – ex: Varsity basketball team wins state Topic headings – Every child, Every day

Choose words carefully Avoid “official sounding” language Use active, rather than passive voice The toys will be distributed by volunteers Volunteers will distribute the toys Volunteers will hand out toys

Choose words carefully Choose short, easily recognizable words Select common or universal identifiers Use plain language Excessive words Plain alternatives As a means of to At a later date later For the purpose of to, for In the event that if http://www.centerforplainlanguage.org/aboutpl/guidelines.html

Choose words carefully Construct simple sentences or fragments Break complex concepts down into easily manageable bits of information Only give users what they want. Just because it is important to you does not mean your users care to read it. (if you can’t resist, use hypertext)

Follow a team-based clutter elimination process Write. Read. Cut. Put away. Come back the next day. Cut more. Pass!

Engage the audience Talk to visitors in a personable, conversational style Use “you” and “we” (or I) consistently throughout the site Address their needs on the home page and let them know they are in the right place. The home page should: Greet visitors and show them around with your text.

What else should I know? Do not transfer your print material online without revising it. Don’t forget to profread! The test of good web writing is that the visitor does not have to read everything to get the point.