How to Write for the Web

1. How to Write for the Web Concise, Scannable, Objective Drawing on Research by Jakob Nielsen (http://www.useit.com/papers/webwriting/writing.html) For Electronic Writing and Publishing By Dr. Jennifer L. Bowie

2. Concise • Cut print text 25-50% for the screen • Keep useful and needed information • Cut fluff, marketese, unneeded details • Tighten language • Use the inverted pyramid: • Main point (or conclusion) first • Details and context later • Limit paragraphs to one key point • Prevent scrolling (3 screens at most) • Make text short and to the point

3. Scannable • Provide summaries or abstracts • Call attention to key information • Use short descriptive headings and subheadings • Use bullets • Add tables of contents when applicable • Use bold, italics, and color to highlight key words (in small amounts) • Use white space to highlight and aid scanning • Break text into smaller paragraphs • Consider the F pattern • Use topic sentences

4. Objective • Stick to the facts • Avoid marketese • Avoid and remove: • adjectives (such as “huge,” “richest,” and “lovely”) • buzzwords (e.g. “synergy” and “proactive” ) • jargon (like “hypertext,” ‘horizon year,” and “coterminous”) • unsupported claims (“better than our competitors” “4 out of 5 dentists prefer”) • Note: some of these, like jargon, may be necessary at times. Use your best judgment

5. Improvements • According to Nielsen, the usability improvements for each are: • Concise: 58% • Scannable: 47% • Objective: 27% • Combined: 124%

6. When should you break these rules?

7. Good luck and write well!