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The approach to writing online is different from traditional writing for several reasons. Because this medium is different from a newsletter or magazine, its audience uses it differently.
- Research has shown that people don't read online content word for word -- they scan it, picking out key words. Therefore they are sensitive to the amount of information, font size and use of graphics. Scanning patterns are random and indiscriminate.
- Reading from the computer screen is tiring to the eyes and about 25 percent slower that reading from paper. As a result, electronic text should be 50 percent shorter than text for publications.
- The Web is a user-driven medium where users move around often without spending too much time on one page or one article.
Guidelines for Text/Narrative
- Brief is Better. The less text there is, the more likely the user will come away with your key message.
- Eliminate unnecessary words. Edit more than once, looking for
fluff and unnecessary words.
- Keep sentences short -- fewer than 20 words. Keep to a maximum
of 200 words per screen.
- One-or-two-word sentences can serve a purpose. Use them.
- Use lists instead of narrative
- Use the inverted pyramid style -- write like a news reporter.
- Use hyperlinks to break up text but be careful not to over use
them -- they can be a distracting.
- Minimize scrolling. Stick to three short paragraphs per screen.
- Use a mix of headings, paragraphs and bullet points instead of
pages filled with text.
- Stick to one idea per paragraph and keep them short and snappy.
- Don't pad bullet points with "It allows" or "They can" or "There
is." Begin bullets with nouns or active verbs.
- Convoluted writing and complex words are even more difficult to
read online.
- White space is easy on the eye.
- Follow the Children's Style Guide for grammar,
punctuation and usage.
- On the Internet avoid company or industry jargon. Even on the
intranet where your audience may be familiar with such terms, use
them sparingly and spell out acronyms.
- Make it personal. Online writing style should be more personal with
the writer's voice injected.
- Adopt a persona -- become a character. To see an example, visit
Ragu's site, www.ragu.com
where you will be welcomed into Mama's kitchen. Adding personal
style enhances the message.
- Use the first person and inject personal information. This is
effective in internal and external online publications.
- Inject attitude by writing more like you talk. Use your own style
of speaking.
- To accomplish this you need to find out information about them. If
it is appropriate to your site, find out about their level of education,
hobbies, interests. Even if it is an intranet site, you need to know
if your information is meeting your visitors' needs. Provide a comment
button. Ask them to fill out a survey.
- Make it immediate. Readers want to know about the benefits. Do not
say: "The SP300 features a five-speed automatic cleansing drum." Instead,
say: The SP300 cleans 25 % faster than its rivals."
- Be customer-focused, even if your "customer" is a fellow employee.
Look at every sentence from the audience point of view. Make sure it
addresses their needs and concerns.
- Build in a "call to action" by using buttons, graphics or a linked
phrase (like "check your e-mail" or "See the Editor's Choice."
Guidelines for Links
- Hyperlinks guide users where to go and to guide them to sites that help them accomplish the most likely tasks
- The web is not sequential, like turning to the next page. Users will jump
from place to place. Therefore, they will not necessarily have read
the appropriate background information before reading a section on your
sub-site.
- Should be one to three words long.
- Should be clear and specific (Example - instead of "Sales" or "Employment" use "Sales Revenues" or "Job Openings").
- Instead of "click here," use a navigational verb such as review, identify, explore, buy, examine, learn -- to mention a few.
- Avoid running your links together as in the following example:
Gas Rates: Daily, Weekly, Monthly, and Quarterly
The stacked approach can be less confusing and more appealing visually.
Gas Rates:
Guidelines for Headlines
The approach to online headline writing must also be different because online, headlines sometimes stand alone -- without the story.
- Headlines must clearly explain what the article is about.
- Write in plain language.
- Headlines should be no more than 12 words.
- Avoid puns and attempts to be cute and funny.
- Avoid teasers that try to entice the reader.
- Make first word important, giving information.
- Use a subject and a verb.
- Write in present or future tense.
Help your Reader
- Be consistent with navigation. Make it clear what page they are reading (e.g. page 1 of 4).
- Be consistent with images. Size and placement identifies the type of page.
- Be consistent with type treatment. New additions should jump off the page.
Translation, Please
If you plan on offering translated versions, here are suggestions to help the translators. Avoid:
- Sentences using the passive voice.
- Long sentences with many subordinate clauses
- Synonyms. Don't use two similar words for the same object. Be consistent in the use of words for things.
- Compound adjectives; e.g. time-critical, work-intensive
- Noun clusters; e.g. "project submission paper"
- Idioms; e.g. "Strike while the iron is hot," and slang.
- Humor usually does not translate well into other languages or across
cultures. Avoid puns or word plays -- there are no translations.
- Translated text can expand by as much as 40% compared to the source language, so limit the amount on each page. Make it easy for people to scan, pick out key words, phrases and information of interest. Follow the general guidelines listed above for Text/Narrative for the translated version.
Sources include Jakob Nielson, Designing Web Usability (also see his site www.useit.com); Shel Holtz, Writing for the Wired World; Jeff Herrington, IABC, from various presentations; Ragan Information Services Web Content Report, September 2000. |
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