web101: what designers need to know about writing for the web

WEB101Web Design for Everyone

Our Topic!

Writing for the Web

Before we can learn about writing for

the web...

We need to understanding

reading on the web.

How do people read on the Web?

They don’t!

How do people read on the Web?

They read 18% of what you write.

Which means...

• People are scanning

• So make your text scannable

• Bulleted lists, headings, highlighted keywords, short paragraphs

• 1/2 the word count

• Make it worth reading

How people look at your website

• No one reads anything thoroughly

• State the important stuff right away

• Start subheads with vital information

• Make it scannable!

How people look at your website

Who reads your website

• Write for a 6th grade reading level on certain pages

• Write for 8th grade reading level on others

• Prioritize information

• Improving usability for low-literacy users increases usability for everyone

Now, onto the writing!

Print vs. web: FIGHT!

• Headlines

• Keywords

• Storytelling vs. actionable

• Linear vs. non-linear

• Actionably needy

Taglines

• Support the logo in telling a user where they are

• Ask yourself two questions

• Exercise time!

Can you match the tagline to the company?

Companies:

A. Lucent

B. ZDNET

C. Sun Microsystems

D. Oracle

Taglines:

1. The network is the computer

2. Software powers the internet

3. Where technology means business

4. Creating value through true convergence

Taglines: good

Active Voice

• Kim loves writing.

• Writing is loved by Kim.

• Gets to the point faster

• Positive statements (do this vs. avoid doing this)

• Occasions for passive voice (SEO)

Repetition

• No more than 2 times

• Say it differently

• Not to be used for SEO

Repetition: good

Repetition: bad

Headlines

• Not an easy feat

• Keep ‘em short

• Keep ‘em rich in information

• Make sure they’re understood out of context

• Predictable: break trust and you lose.

Headlines: good

Headlines: bad

Keywords

• People all use the same words

• “Short words are the best and old words when short are the best of all” - Winston Churchill

• Tie new words with old words

• Use trigger words

Keywords

Corporate Real person

Price estimate Quote

Investment Price/Rate

Apply for an account Open account

Fees Costs

Numbers

• What you learned in high school doesn’t apply to the Web

• Always use digits, not letters, no matter what

• Oh, except when numbers don’t mean specific facts

Hypertext links

• Use plain language

• Use specific terminology

• Front load action and user items

• Be clear about what’s behind the link

• Make sure it’s different from other links

• Don’t mislead or promise too much

Hypertext links: good

Hypertext links: bad

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Microcopy

• Buttons

• Form fields

• Instructions

• Branding

• URLs

• Email addresses

Microcopy: buttons

• Mix ‘em up

• Be descriptive

• Be informative

• Repeat information, differently

• Have fun!

Microcopy: buttons

Microcopy: buttons

Microcopy: instructions

Microcopy: branding