Writing for the Web

You can double the usability of your web site by following these guidelines: for two sample sites studied in Sun's Science Office, we improved measured usability by 159% and 124% by rewriting the content according to the guidelines.

Writing for the Web is very different from writing for print:

• 79% of users scan the page instead of reading word-for-word
• Reading from computer screens is 25% slower than from paper
• Web content should have 50% of the word count of its paper equivalent

Table of Contents

1. Difference Between Paper and Online Presentation: Limit scrolling; use simple sentence structure; avoid cute headlines; update facts frequently.
2. Working With a Designer: Combine page templates with professional artwork.
3. Scannability: Highlight keywords; use bulleted lists; start with the conclusion.
4. Navigation: Move detailed info to secondary pages.
5. Writing to Be Read: Headlines and subheads; lists, captions, and hyperlinks.
6. Writing to Be Found: Half of the users will navigate through search engines.
7. Terms to Avoid: Don't call attention to web artifacts.
8. Editorial Review of Web Pages: Fresh eyes and skilled editing improve your work.
9. Web Facts: Significant improvements in all metrics.