Transcript Writing for the Web

Writing for the Web: 10 Tips
Goodbye paper, hello screen.
Karen Lindell
[email protected]
“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 Nielsen
Web Usability Guru
Online vs. Print
• People read 25% slower online
• Users skip and scan; they don’t read
• “F” pattern
Source: Nielsen Norman Group: www.nngroup.com
Tip #1: Break Up Text
• Headers
Don’t use more than three
layers
Use clear headlines (not funny
or cutesy)
• Make lists
Use bullets or numbers
Don’t make entire page a list
Tip #2:
Learn to love
white space.
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-thePooh 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 concepts
Don’t use underlines or italics
Bolding works best
Be careful of colors
Tip #9: Don’t be hyper about hyperlinking.
Tip #10: Write captions.
??????????????????????????????????
Bonus tip: Use one space after periods.
Web Resources
• UC Brand Guidelines:
http://brand.universityofcalifornia.edu/guidelines/ed
itorial.html#! or http://bit.ly/1M6rn1v
• The Slot http://theslot.com/
• Grammar Girl www.quickanddirtytips.com/grammargirl
• Nielsen Norman Group
http://www.nngroup.com/reports/