Writing for the Web Megan McDermott Web Redesign Bootcamp November 19, 2010

Basic Principles 1.Users (usually) don't read 2.Content is a conversation 3.Text is wayfinding 4.Keep it short! 5.Keep accessibility and Search Engine Optimization (SEO) in mind

“Communication at Waterloo? It’s about clarity, knowing your audience, and meeting their needs.” –Tell it like it is –Know your audience –Have a voice This is good writing for the web!

Users don't read, they scan Very important principle of web writing Looking for relevant information Often looking for specific information Is this relevant? Is it interesting? Is it useful?

Users don't read, they scan

Evidence

It's a conversation Be casual, personal Read it aloud What does the user need to know? Talk to them: use “you”, “we” Avoid jargon, acronyms

It's a conversation After you complete the form and send your payment, please allow one week for processing. Or, in the right context: Please allow one week for processing.

Be relevant

Content as wayfinding Scanning to find relevant content Am I in the right place? Does your content help or hinder? Sometimes no text is good text Users coming from different directions; may not have the context you expect

No text is good text? Redundant Shouldn’t be necessary Refers to something further down

Keywords Users skim for keywords that match what they are looking for May enter these words into a search engine

Writing for scan-ability Get to the point! Inverted pyramid style Be direct Give users only what they need to know

Keep it short! Short paragraphs, short sentences Be succinct Say only what you need to say (not more) Remove unessential words

Keep it short!

Remove unnecessary words

Avoid “wall of text” Break up with headings, lists, useful graphics Facilitate scanning

Avoid “wall of text”

Titles & Headings Used for wayfinding & SEO Each topic needs a heading Be specific Use keywords Should make sense out of context

Paragraphs and sentences One idea per paragraph Short – 1-3 sentences per paragraph Compound sentences difficult to scan, translate

Use short, simple sentences The reputational rankings are always Waterloo’s pride, but the university also ranks high on objective criteria, according to Maclean’s, which placed Waterloo third in Canada — the same as last year — among the 12 “comprehensive” universities it ranked. The reputational rankings are always Waterloo’s pride, but the university also ranks high on objective criteria. Maclean’s placed Waterloo third in Canada among the 12 “comprehensive” universities it ranked.

Using lists Help to break up text Easier to scan Draw reader’s attention

Using lists

Using links Users may scan through links Screen readers facilitate this Use clear labels Make sure other text doesn’t look like a link Example:

Formatting for readability Use correct formatting for all text elements –Headings –Paragraphs –Lists –Tables Design will enforce good formatting, spacing, link colours etc.

Formatting for readability Haven’t we seen this before? Heading placed beside text

Formatting for readability

Useful metrics Recommended maximum lengths –headings: 250 characters –paragraphs: less than 3 sentences –sentences: less than 20 words

Resources How users read on the web (c. 1997!): and other articles: Yahoo style guide (Writing): Writing effective web documents: eng.asp eng.asp

Resources Waterloo Positioning Guide: Writing for international audience: