Writing for the web is different from writing for print. People read differently on computers and other electronic devices. Complicated sentences and long, dense paragraphs are likely to frustrate users looking to quickly connect to what they want. Here are some web writing techniques that will help you improve the readability of your text.
What is the purpose of the page? How does each piece of content serve that purpose? What do you want the user to do? What is the Call to Action?
What does your user want to know? What information is going to be most helpful to your user and your goals for this page?
Challenge yourself to communicate your key points in as brief a manner as possible. Find the clearest, most direct way to deliver the information your user seeks. Web readers tend to quickly scan the page for useful information. Start with your conclusion, let them know what they’ll be reading about. The first couple of sentences will determine whether they keep reading or move on.
Keep it simple, direct, and helpful. Write in the active voice whenever possible, your sentences will be more concise and dynamic.
Example
Help your user scan the text by breaking it up into chunks that are easy to comprehend. Deliver your information in brief sentences that make up short paragraphs of not more than six lines or so. Use headings and subheadings to separate and identify your chunks. Use bulleted lists whenever possible. Be instructive and thorough, but don’t overload your user with information.
Some Rough Guidelines:
Speak directly to your users. You are the authoritative voice that is guiding them through the information they seek. Some content is clearly academic and requires more scholarly language, but generally speaking your tone should be casual without being chatty. Write in a way that is open, friendly and conversational, but professional.
Give instructions in the affirmative whenever possible. Tell users what they need to do instead of what they need to avoid. Positive language comes across as helpful and in service to the user’s needs.
Example: “Leave these spaces blank,” not “Don’t fill in these spaces!”
Jargon is a distraction that can frustrate readers. Use familiar words. Assume you’re talking to a reasonably intelligent person who is not an insider. That being said, some acronyms and abbreviations may be appropriate and useful to those who are familiar with your subject. If so, ensure the terms make sense to everyone else by including an explanation in your first reference.
Example:
Link to sources that will add value to your reader and accomplish the goals of the page. Internal links are preferred because they keep users on our site. They also help search engines find us more easily. Try to keep external links to a minimum. Please be aware that external links and PDFs will open in a separate browser window.
Note: You can help us comply with the American with Disabilities Act (ADA), by ensuring that your text explains the purpose of the link. People who use a screen reader that converts text to speech, need to understand where the link will lead them. Instead of using the phrase “click here,” link a string of words that explains where the reader will land.
Example, “Get more information on our Virtual College.”
Use standard punctuation. Keep it simple and typical. Typographical flourishes such as multiple exclamation points are not appropriate in professional web writing. For help with punctuation and other style matters, check out MDC’s Official Editorial Guidelines.
Describe successive steps in a task as a clear sequence. Plainly indicate the order in which actions should be performed. Don’t force users to perform tasks in an unusual or counterintuitive manner. Structure the content so that the sequence is obvious and consistent.
Spelling and grammatical errors look unprofessional and reduce the impact of your communication. Check and re-check your writing. Have others proofread it as well.
Schedule periodic reviews of your pages, especially the ones that have the most crucial information or are most likely to embarrass you if the information is wrong. Keep your webpage in mind as you go about your workday. As new or revised information arises, consider whether it would be useful on the web. Visit your page often, click around. Make sure all is well.