Writing for the Web: Getting the Message Across

Rob SwickTwitter/swicker

Things to know about writing!

Processing Web Copy people don’t read; they skim ‘get it done’ copy over ‘marketese’ look to highlights to orient lower case letters more quickly processed expect questions answered – now!

Welcome to my Interweb!

Good Web Writing is1.Concise2.Scannable 3.Well structured4.Authentic

Welcome to my Interweb!

Common errors...1.Flowery language2.Marketing speak3.Too few organizers4.Overly-long pages

Study: Does it really make a difference?

How will these affect reader activity: 1.Objective text2.Scannable text3.Precise text4.All of the above together

Measures

Using a core set of text the study showed how modifying text affected users: 1.Task Time – time to find answers2.Errors – on questions after3.Memory – memory for facts4.Time to Recall Structure – time to recall site org.5.Subjective Satisfaction

Standard TextNebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446).

0% (baseline)

M1. Objective language Nebraska has several attractions. In 1996, some of the most-visited places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446).

27% better

M2. Scannable Layout Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were:• Fort Robinson State Park (355,000 visitors) • Scotts Bluff National Monument (132,166) • Arbor Lodge State Historical Park & Museum (100,000) • Carhenge(86,598) • Stuhr Museum of the Prairie Pioneer (60,002) • Buffalo Bill Ranch State Historical Park (28,446).

47% better

M3. Concise text

In 1996, six of the best-attended attractions in Nebraska were Fort Robinson State Park, Scotts Bluff National Monument, Arbor Lodge State Historical Park & Museum, Carhenge, Stuhr Museum of the Prairie Pioneer, and Buffalo Bill Ranch State Historical Park.

58% better

M4. Combined version

In 1996, six of the most-visited places in Nebraska were: •Fort Robinson State Park•Scotts Bluff National Monument•Arbor Lodge State Historical Park •Museum Carhenge Stuhr Museum of the Prairie Pioneer Buffalo Bill Ranch State Historical Park

124% better

Results

Result summary (% improvement):•Objective 27%•Scannable 47%•Concise 58%•Combined 124%

None of these alone has even near the impact of all together.

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