1. Writing for the Web
5 key questions

2. 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

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

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

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

6. 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

7. 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.”

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

9. 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

10. 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 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 during normal business ours for more information, or after hours for a recording.

11. Is this text easy to skim?
The Murrysville Planetarium
Location:
380 Franklin Boulevard, Murrysville, PA
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: :15
Admission:
Adults: $9
Seniors (65+): $7
Children (12 & under): $5
College Students (valid id): Free

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

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

14. 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

15. 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

16. 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)

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

18. 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.

19. 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.