When in doubt, bring a dog. I brought two…
Literature/Anthropology Major Print Journalist Ithaca Times College Rag Freelance Journalist Marketing Tools American Demographics Engineering Various publications in the Healthcare Industry Office of Web Communications Program Manager, Developer Relations De Facto Blogger Resident Recusant Guest Speaker (apparently) Who is Lisa, anyway? THEN NOW
“…79% of our test users always scanned any new page they came across; only 16% read it word by word.” -Jakob Nielson Web Usability Expert, 1997
cornell.edu statistics suggest that the average length of time users spend on the site is 4 minutes and 37 seconds.
My father would argue that this is not writing, but he reads the shampoo bottles in the shower… Nielsen says your text should be: • broken up by headings • shaped into lots of punchy, single idea paragraphs • put key phrases in bold face • bullet key points • avoid jargon and rhetoric • straightforward • short Are you ready for your manacles?
Write tight(ly) Audience matters even more Less formal is fine (sometimes) Be ruthless Do not get attached to your words (30% rule) Think in terms of word-count (ask your designers) Sometimes, even character-count! Pithy (I hate that word) Be creative and be smart…short does not equal dumb It’s not really THAT bad.