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Web Writing

We dont read pages; We scan

This is particularly true of web pages. One reason that we scan web pages is that reading from a screen is slower and more difficult than reading a printed page.

What difference does that make to a web writer?

Writing for the web is not like writing for print. It requires a sparse style and certain visual techniques.

Put less words on the page, by at least 50%.
Web pages, much more than print, require a clear visual hierarchy. Key ideas should stand out. Position on the page, font size and weight, and background colors are tools used for emphasis.
Group content in logical chunks that are easily distinguished.

Reducing the word count

"Happy talk must die" - Steve Krug; Happy talk is comprised of pleasantries that say nothing much. The temptation is to fill up the content area with happy talk on those pages which introduce sections of a site. Instead, give a concise explanation of what the page is about.

Mission statements are another temptation. They are seldom if ever written in a style that is suited for the web.

Bulleted points are a great tool. They eliminate the need for complete sentences where fragments would suffice. And they add space and emphasis to text.

Visual Clarity

Fonts size and weight, position on the page, and background colors all contribute to clarity. As an example the page title should be the large, bold text. It should be positioned predictably at the top of the content area. Using a colored background adds emphasis.

In a similar manner, main topics within the page should have visual treatment to add emphasis: a font that is smaller than the page title but still large and bold.

Be sure to allow adequate white space to set off important text. On the web, space adds to the clarity of meaning and prevents visual overload.

Chunking

Chunking a key usability concept applies to navigation and content equally.

On the DePauw pages, different types of navigation, such as the top horizontal "utilities menu" and the category menu on the left sidebar are separated spacially and by visual treatment.

When logical groupings exist within the content area, they should be visually distinguishable at a glance. Methods to accomplish this include spacing, position on the page, background color, and inclusing of graphic elements such as photos that relate to the topic.