Thursday, May 2, 2024

  • Writing for the web

    https://www.nngroup.com/articles/concise-scannable-and-objective-how-to-write-for-the-web/

    Be Succinct

    F shaped pattern

    To be able to write effectively for the web, we first need to know how users consume content on the web and/or mobile devices.

    In a number of tests, it’s proven the people:

    • Don’t read, they scan
    • Users scan often left to right
    • Users are looking for content that means something to them
    • Generally, users still focus on content that is “above the fold”

    Jakob Nielson F-Shaped Study

    Eyetracking

    1. Use short paragraphs – four sentences max.
    2. Use short sentences – twelve on average.
    3. Skip unnecessary words.
    4. Avoid jargon and gobbledygook.
    5. Avoid the passive tense.
    6. Avoid needless repetition.
    7. Address your web visitors directly—use the word you.
    8. Shorten your text.
    • Use the words your users use.  By using keywords that your users use, you will help them understand the copy and will help optimize it for search engines.
    • Chunk your content.  Chunking makes your content more scannable by breaking it into manageable sections.
    • Front-load the important information. Use the journalism model of the “inverted pyramid.” Start with the content that is most important to your audience, and then provide additional details.
    • Use pronouns. The user is “you.” The organization or government agency is “we.” This creates cleaner sentence structure and more approachable content.
    • Use active voice. “The board proposed the legislation” not “The regulation was proposed by the board.”
    • Use short sentences and paragraphs. The ideal standard is no more than 20 words per sentence, five sentences per paragraph. Use dashes instead of semi-colons or, better yet, break the sentence into two. It is ok to start a sentence with “and,” “but,” or “or” if it makes things clear and brief.
    • Use bullets and numbered lists. Don’t limit yourself to using this for long lists—one sentence and two bullets is easier to read than three sentences.
    • Use clear headlines and subheads. Questions, especially those with pronouns, are particularly effective.
    • Use images, diagrams, or multimedia to visually represent ideas in the content. Videos and images should reinforce the text on your page.
    • Use white space.  Using white space allows you to reduce noise by visually separate information.

    Inverted pyramid

    Start content with the most important piece of information so readers can get the main point, regardless of how much they read. This style of writing is perfectly suited to writing for the web.

    The who, what, when, where and why appear at the start of a story, followed by supporting details and background information.

    How to Write in the Inverted Pyramid Style

    1. Identify your key points. What piece of information is the key fact you want your readers to know, even if they only read a single paragraph or sentence on the page? What effectively summarizes all the information that will follow?
    2. Rank secondary information. Outline the story details and supporting information, prioritizing the information that is most likely to be of interest to the broadest audience, and moving down the list to the smaller and more nuanced details.
    3. Write well and concisely. The structure only helps readers if the content is strong. Cut unnecessary information. Get to the point quickly. Use straightforward language. Use short paragraphs and bulleted lists.
    4. Frontload all elements of content with important information. The main headline should be descriptive. The story should start with the main point. Each heading or subheading should be descriptive. The first sentence of every paragraph should be the most important. The first words in each sentence should be information-carrying and indicate what content will follow.
    5. Consider adding a summary or list of highlights. Some sites go a step beyond and add a summary (like this article does) or a bulleted list of key points to further emphasize the main takeaways of the content.

    Writing Links

    When writing links, avoid “CLICK HERE” – use meaningful text that describes exactly what the link in for. Example: Contact Us

    Resources and articles:

ASSIGNMENT #2

Write content for each page of your website following the guidelines discussed.

Treat this as content for a real website.

  1. Create a text document / google docs is fine
  2. Have a heading that matches the page the content is intended for.

Email text doc to darrylhurs@gmail.com

DUE – NEXT TUESDAY

 

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