Writing for the web ’13

Writing for the WebDr. Gerald R. Lucas

This is not your standard college writing.

Web UsersLean forward

Are on a specific mission

Are busy and impatient

Don’t read, but scan

Are more specialized

Are selfish and self-centered

Expect “actionable content”

Usability StrategiesWrite for a minimum — cut text in half

Use headings and subheadings

Use bulleted lists

Develop one idea per paragraph

Highlight keywords — bold is nice

Use English, not “marketese” or “academicese”

Do your homework — link out

Focus on Two Questions

What? (what’s the page’s function?)Why? (what’s in it for them?)

Writing Should Be

Brief

Precise

Active

Imaginative

Direct

Consistent

Aware

Concise

Example 1

Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446).

Example 2

In 1996, six of the best-attended attractions in Nebraska were Fort Robinson State Park, Scotts Bluff National Monument, Arbor Lodge State Historical Park & Museum, Carhenge, Stuhr Museum of the Prairie Pioneer, and Buffalo Bill Ranch State Historical Park.

Example 3Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were:

Fort Robinson State Park (355,000 visitors)Scotts Bluff National Monument (132,166)Arbor Lodge State Historical Park & Museum (100,000)Carhenge (86,598)Stuhr Museum of the Prairie Pioneer (60,002)Buffalo Bill Ranch State Historical Park (28,446).

Example 4

Nebraska has several attractions. In 1996, some of the most-visited places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446).

Example 5

In 1996, six of the most-visited places in Nebraska were:

Fort Robinson State ParkScotts Bluff National MonumentArbor Lodge State Historical Park & MuseumCarhengeStuhr Museum of the Prairie PioneerBuffalo Bill Ranch State Historical Park

Avoid blah-blah text.

WordPressMake it actionable — take advantage of the Web

Do your homework — show credibility

Use an original, specific title — think keywords

Have a specific point and get to it — summary

Preview your entries — know what it will look like

Use appropriate category and tags

Proofread and revise

ExampleJakob Neilson “Low-Literacy Users: Writing for a Broad Consumer Audience.”

“Link unto others’ good stuff as you would have them link unto your good stuff.” —Jeff Jarvis

Links

Are “actionable content”

Attract the reader’s eye

Show credibility

Must be relevant

Break down the linearity of the text

Must work — check them for accuracy

In Summary

Know your users

Practice usability — “actionable content”

Avoid “academic” writing

Avoid blah-blah words

Cut your prose in half

Know what and why

References

Carroll, Brian. Writing for Digital Media. Routledge, 2010.

Nielson, Jakob. Use It. http://www.useit.com/