Secrets of Web Writing

What type of content really works on the web? Content that is clear, direct and fast.

Remember, the web is not a book

People do not read on the web like they read printed material. Here is information I have gathered about the behavior of web users, along with suggestions for tailoring web sites to user expectations.

How readers use the web:

1. Web users are task-oriented. They want to find their information and move on.
2. 80% of people don't read on-line.They scan.
3. People read 25% to 50% slower on-line than they do on paper. Why? It's harder to read text on a monitor.
4. People do not read in a linear fashion. They skip from section to section, focusing on heads, subheads, keywords and links.
5. Users read text long before they look at graphics.
6. Many users read only the first sentence of each paragraph of web copy.

1. Make headlines plain and simple. Focus on benefits.
2. Write descriptive hyperlinks, with enough information so users know whether or not to click.
3. Write copy so it's easy to scan. Group and label content in a logical, orderly fashion.
4. Use meaningful subheads and bulleted lists.
5. Use the inverted pyramid style of basic news writing, with the most important information first.
6. Keep copy short. Cut 25% to 50% of the words.

Design tips for creating useable web sites:

1. Make as much information as possible visible to the user without scrolling, especially on navigation screens.
2. Highlight keywords. Vary the type or color, or make them into hyperlinks.
3. Design sites to accommodate users who leave and return frequently. Use descriptive page titles and location references.
4. Make sure links change color when clicked so users know what they have already seen.
5. Communicate clearly what is available if the user clicks or scrolls.
6. Remember, you have 3 to 6 seconds to capture someone's attention when they come to your web site.

For great information on web site usability, take a look at Jakob Nielsen's research at www.useit.com.

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