Writing web content
Provide important information first
The last thing users want is to have to guess what your site is about. They want answers quickly and easily. So avoid expansive, decorative prose, and tell them what they need to know straight away. Otherwise you will be wasting their time and they will head back to the search engine to find what they are looking for elsewhere.
At the top of the page, add a single sentence tag line that summarises what the user will find in the site (or specific page). This tag line can also be used as the basis for your meta description tag, which some search engines will display in their results page. The meta description tag is written in HTML Internet code, and should summarise the content of your web site (or page) in around 150 to 180 characters.
Structure your information into hierarchies
People read web pages differently from those in print. Rather than reading from left to right and top to bottom, they will scan a page quickly, identifying and latching on to key words and phrases associated with the information they are looking for.
So it is logical to arrange your text in a way that assigns levels of importance (or hierarchies) to your content. Always use a structure that people can easily follow, such as:
- formatting all headings in the largest size of type you want to use (for example, 14 point)
- formatting all sub-headings in the next type size down
- highlighting key words and phrases in bold
- making bullet point lists of important points (or numbered lists, which are preferred by some dyslexic people)
Make sure that the headings are not lost amongst other information. There should be enough space around them for the user scanning the page to find them easily.
Structuring your content in levels like this will also let search engines know the importance you attach to it.
Keep it brief – guide your readers
Use short paragraphs
Reading from a web page is about 25% slower than reading from print. So each paragraph should be made up of clear, short sentences limited to one idea or theme. If you put too much continuous text on a page, you run the risk of putting off most of your users. There are exceptions to this rule, including ‘expert’ web sites that set out to provide in-depth information such as legal or medical advice.
Even sites where the goal is to provide extensive information can guide the user by providing brief summary paragraphs. These should clearly outline what the reader can expect if they decide to move on to read the full article on a particular topic.
Use columns
If you have to provide a text-heavy page, then you should present it in columns rather than long lines of text that stretch across the page. Make sure the columns are not too narrow, as this will also hinder the flow of reading. The combination of larger screen sizes and web pages designed to ‘expand’ to fill the screen make this technique even more relevant.
Reduce your word count
Web usability expert Steve Krug says: “Get rid of half of the words on each page, then get rid of half of what’s left.” You should draft and re-draft your content, aiming to halve (or at least reduce) the number of your words, while retaining the full information value of your content. With fewer words, you can make a big impact. Have keyword phrases in mind before you write your content. Aim for around 200 to 250 words of body content for each page.
Write in the style that suits the site
The research you carried out when defining your site’s purpose and objectives should guide you in choosing the best style to write the content in. For example, a site about ‘rabbit care’ should have a rather different writing style to one that provides ‘legal advice’.
When placing links in text, make sure they are easily identifiable as links. You should also use meaningful text for your links. For example, ‘click here’ means nothing. ‘Click here to read more about dwarf lop eared rabbits’ provides the user with the information they need.
Make your content accessible
For web sites, ‘accessibility’ means ‘making the content accessible’ – that is, making sure that everyone can navigate and read what is on the site, regardless of location, experience, ability or disability, or the type of computer technology they use.
Failure to follow the principles of accessibility can make it difficult or impossible for people with disabilities to read the content, so creating accessible content should be part of your web design philosophy. Accessible web sites do not only benefit users with disabilities. They are useful for everyone else, too. Make sure that everyone can navigate and read everything that appears on your site.
People with cognitive or learning impairments such as dyslexia or attention deficit disorder in particular need a logical order for content, well presented text written in clear sentences and graphical icons to aid navigation.
All words and no pictures?
Although content is the key to a good web site, pictures and graphics are still an ideal means of illustrating a point, providing interest and breaking up text. However, there should always be a reason for using pictures – to complement the writing or design – and the web site should be able to function fully without their use.
If you are providing images for your site, find out from your web developer which formats are acceptable.
Be conventional and accessible with text format and presentation
Avoid confusing the user with unconventional formatting of text. It will only make them feel uncomfortable and make your content difficult to read.
Here are a few simple rules to follow:
Use the right sort of fonts
Your choice of font should not simply be a matter of whim or fashion. Your content is important, so make sure it is not obscured by a ‘decorative’ font. Use well established, readily available fonts, such as Arial or Verdana. You might also think about using the Trebuchet MS font for better accessibility. This comes as standard with many Windows computers. It has wider letter spacing and line-spacing than most commonly available fonts. You should also offer an alternative standard font.
Font sizes
Use font sizes logically. The most important material should be in the largest font. Main headlines are largest, then sub-headings and then the content. This convention tells the reader something important. Use this technique to your advantage.
Avoid using fixed font types and sizes. Use styles which allow browsers and other tools to change sizes easily.
Use left align
We have been taught to read from left to right and our eyes automatically return to the left to find the next line of text. You should follow this convention and align your text to the left, otherwise you risk upsetting users.
Italics and bold text
Avoid italics, which are difficult to read online. Use bold text sparingly, for emphasis.
Use contrasting colours
Make sure your text is easily read by using dark text on a light background. Be aware, however, that not everyone finds black text on a white background easy to read – users with dyslexia for example.
Do not rely on colour alone to convey information. Certain visual disabilities affect colour comprehension as well as general sight. So if you use different colours alone on a pie chart, you may leave many of your users unable to access information. Instead, use colours and data labels.
Use background patterns carefully
Background patterns can often obscure your content rather than complementing it. Only use a pattern if you have a very good reason.
Avoid blinking or underlined text
Blinking text distracts and annoys users. The only underlined text on your document should be hyperlinks.
Abbreviations
The first time you use an abbreviation on each page, write the name out in full, followed by the abbreviation in brackets without spaces. Thereafter use the abbreviation. For example, 'The Association of British Theatre Technicians (ABTT) main purpose is to raise technical standards in the theatre’.
Uppercase or lowercase?
Once people have learned to read, they no longer read letters – they recognise the shapes of words and letter combinations. Lowercase (small) letters have identifiable shapes that make them easier to recognise than uppercase (capital) letters. As users are more likely to scan your web page quickly for information, avoid using uppercase for all letters in a title, sub-heading or block of text. Apart from making the words more difficult to recognise, uppercase letters cause ‘reader fatigue’ and may also appear as if you are ‘shouting’.
Check, check, check
Grammar and spelling mistakes imply incompetence. It is unlikely that your web site users will know you personally. So if your content is littered with errors, it is unlikely they will trust its content or adopt your services.
Make sure you use the grammar and spell-checking facilities of your word processor at every opportunity. There is no excuse for poorly constructed content. If you are unsure of your personal skills, there are companies and individuals who can provide professional copy writing services. Ask your web developer for advice.
If you are employing the services of a web developer to construct your site, ask which formats are acceptable for submitting the content.
Summary
- Provide important information first.
- Structure information into hierarchies.
- Make sure your content is succinct, appropriate and accessible.
- Use conventional text formatting.
- Check your work thoroughly.
