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Effective writing for the web

Text based content will always be a key factor in the success of a user experience, whether you’re dealing with a web site, a mobile application or a rich internet application. Well structured and formatted content can improve usability, accessibility, search engine optimisation and the user’s emotional response.

Differences between print and web

There are many differences between reading online and reading from print, the most notable among these are;

A web page has to load to display content where print is instant
79% of Users scan content in web pages to locate the items of value*
Reading on screen is typical 25% slower than print*
Online users have an unlimited choice of other sites to find the content they want
Reading online is often a part of another activity, such as Finding answers to questions

* figures taken from research by Jacob Nielsen

Writing guidelines

These guidelines are focused on the structuring and formatting of content to assist the user in finding the value within it. These guidelines are not intended as a lesson in writing great content.

Be critical with your writing

The first step in writing is to consider the purpose of the communication and to think about who it is targeted towards?

What are the key points to be made?
Why will the user be interested?
How will the user find the content they want?
How do you want the user to react?
What do you want them to do after reading?

Structure

Use headings and sub headings – This will significantly improve the speed with which users can scan your content and evaluate its value to them, and even if the content isn’t there it will often reduce a user’s frustration and site abandonment. Using the correct markup to declare heading levels and sub headings will improve the site’s accessibility for users using assistive technologies.
Use small paragraphs – To make specific points using succinct language.
Bulleted Lists – Using symbol or numeric bullets can significantly reduce the effort required to comprehend lists and remember the contents.
Front load paragraphs – Adding the key points to the start of a paragraph can help engage your users as well improve optimisation of the site for Search Engines (SEO).

Benefits to design

In addition to the benefits to usability, accessibility and SEO, there are benefits to design.

A visual hierarchy for text based content, providing a clear basis for typographic expression
An underlying texture to the text based content to work from

Formatting

Typography and the typographic execution is the final step in usability and will have a major impact on the users ability to scan, read content and their emotional response to how it looks.

Legibility

Use fonts suited to the communication
Font sizes should be easy to read (typically 12pt or greater – also applies to mobile devices)
Font colours and background colours should have a clear contrast – even when using harmonised pallets
Increasing line height or leading, can improve the ability to visually track the line of copy being read.

Pacing and rhythm

Use visual breaks to allow the user to take a breath, physically and mentally – space is your friend
Pay attention to the visual space between items headings to their respect copy, and between paragraphs make sure the visual relationship is clear

More information

Usability and writing links

Writing for the Web by Jakob Nielsen
Jacob Nielsen, distinguished usability engineer; PJ Schemenaur, technical editor; and Jonathan Fox, editor-in-chief, www.sun.com (the IT company not the UK daily newspaper)
http://www.sun.com/980713/webwriting/

Excerpt from Gerry McGovern publications
http://www.gerrymcgovern.com/guide_write_01.htm

Web Writing article on Content Strategy.com
http://www.content-strategy.com/Web_Writing/

Typographic links

The following sites provide some articles on typography for the web.

Web Typography
(A take on Robert Bringhurst’s design classic The Elements of Typographic Style)
http://www.webtypography.net/

Web Style Guide
http://webstyleguide.com/type/index.html

I love typography
http://ilovetypography.com/

I hope this article has proved interesting and thought provoking, if you would like to share your views or add to these guidelines please leave a response.

Richard Marsh
User Experience Consultant

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