web101: what designers need to know about writing for the web
DESCRIPTION
Presentation given to the AIGA Arizona's Web 101 class by Kim Higdon on October 28, 2010TRANSCRIPT
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
We’re positioned in the ‘Leaders’ Quadrant for printers and MFPsLearn more about the Gartner Magic Quadrant distinction
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