Writing for the Web
Published on May 04, 2016
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PRESENTATION OUTLINE
Writing for the Web
“I would not have made this so long except that I do not have the leisure to make it shorter,” Pascal, letter, 1656
Photo by Robert S. Donovan
Languages Used on the Internet (%)
Numbers of Users
The Challenges
- Harder/Slower to read on screen
- Stiff competition--Users can ALWAYS go elsewhere
- Text is an often and afterthought in site design
How do people read on the web?
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They Don't
- 79% don't read they scan
- Skim text for key words and lists
- Users spend fewer than 15 seconds a page
Even if they don’t “read” the Web, it’s still a text-based medium.
So, how do people interact with text when they browse Web pages?
So, how do people interact with text when they browse Web pages?
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3 Reasons Why Users Leave a Website
1. Users Don't Find What They Want
2. They Don't Know What To Do!
3. You Are Not Genuine and Seem Untrustworthy!
So, What Works?
- Promotional Writing
- Concise text
- Scannable layout
- Objective layout
- ALL of the Above!
Nielsen found that text combining aspects of all of these styles, the combined approach, was the most effective for Web readers. We’ll take a quick look at the first approach, then contrast it with the combined approach.
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Promotional Writing
Photo by Ryan Vaarsi
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), and Buffalo Bill Ranch State Historical Park (28,446).
Combined Approach
Photo by mkhmarketing
SiX of the most visited state parks are:
- Fort Robinson State Park
- Scotts Bluff National Monument
- Arbor Lodge State Park and Museum
- Stuhr Museum of the Prairie Pioneer
- Buffalo Bill Ranch State Historical Park
Nielsen’s research found that the combined approach:
1. This copy improved its readability on the Web by 124 percent.
2. Poor grammar, bad spelling, and bad writing are even worse on the Web, because the whole world potentially will know if you don’t spell “implement” correctly.
3. Just like newspaper headlines – every word should have a purpose. Get rid of useless words. They don’t do you or your visitors any good.
4. They help your readers find what they’re looking for. Once they’ve found it, you can give them the “tonnage.”
5. The best model for good web writing can be found in your newspaper, not in scientific or academic papers.
1. This copy improved its readability on the Web by 124 percent.
2. Poor grammar, bad spelling, and bad writing are even worse on the Web, because the whole world potentially will know if you don’t spell “implement” correctly.
3. Just like newspaper headlines – every word should have a purpose. Get rid of useless words. They don’t do you or your visitors any good.
4. They help your readers find what they’re looking for. Once they’ve found it, you can give them the “tonnage.”
5. The best model for good web writing can be found in your newspaper, not in scientific or academic papers.
Recommendations
- One idea per paragraph
- Limit Word Count to 1/2 of printed
- Stick to Facts
- Eliminate "marketese" or the selling of your product or services
Photo by [cipher]
What's It All Mean?
- Web text is different than print
- Good writing still counts
- Every word counts
- Use subheads and list
- Journalism is not academic writing
Academic Writing
- Introduction
- Background and literature
- Explanation of research
- Analysis of data
- Discussion of results
- Conclusion
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Journalistic Writing
- "Inverted Pyramid"
- Big Picture/conclusion
- Findings
- Discussion
- Background and depth
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