writing for the web: 10 tips goodbye paper, hello screen. karen lindell [email protected]
TRANSCRIPT
“The words on a website are the most important single element on the site because the content is the reason users are visiting the site in the first place.”
Jakob NielsenWeb Usability Guru
Online vs. Print
Source: Nielsen Norman Group: www.nngroup.com
• People read 25% slower online• Users skip and scan; they don’t read• “F” pattern
Tip #1: Break Up Text• Headers
Don’t use more than three layersUse clear headlines (not funny or cutesy)
• Make listsUse bullets or numbersDon’t make entire page a list
Tip #3: Use inverted pyramid style.
Tip #4: Find the proper voice.
#undernocircumstances shud sum1 feel its ok 2 tlk lik this. You have 140 characters. Use them and stop typing like you’re illiterate. @Lord_Voldemort7
Tip #5: Be brief.“Get rid of half the words on each page, then get rid of half of what’s left.”
Steve Krug, Web Usability Expert
“I notice that you use plain, simple language, short words and brief sentences. That is the way to write English – it is the modern way and the best way.”
Tip #6: Use active verbs.Active Voice• The cat played with the string.
Passive Voice• The string was played with by the cat.
Active Voice• A.A. Milne wrote the Winnie-the-Pooh stories.
Passive Voice• The Winnie-the-Pooh stories were written by A.A. Milne.
Tip #7: Avoid weak verbs.
Tip #8: Format for ease of use.
• Sans serif fonts are most readable online Font-family: Arial, Helvetica, Verdana
• Emphasize key conceptsDon’t use underlines or italicsBolding works bestBe careful of colors
Tip #9: Don’t be hyper about hyperlinking.
Tip #10: Write captions.
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Bonus tip: Use one space after periods.
Web Resources
• UC Brand Guidelines: http://brand.universityofcalifornia.edu/guidelines/editorial.html#! or http://bit.ly/1M6rn1v
• The Slot http://theslot.com/• Grammar Girl www.quickanddirtytips.com/grammar-
girl • Nielsen Norman Group
http://www.nngroup.com/reports/
