Writing for the Web
Text displayed on a computer screen is harder on the eye and takes longer to read than printed text, which is why people don’t want to read large amounts of text online. Additionally, they’re often looking for specific information on a particular topic.
As a result, most people scan web pages rather than reading every word. Only when they see particular terms or phrases that interest them will they stop scanning and start reading.
Keep It Short & Scannable
Try cutting any paper-based text in half before putting it on the Web. You can streamline your text by cutting out redundancy.
Look for repeated words and overuse of adjectives and adverbs. Use strong, active verbs instead of passive “to be” verbs.
Eliminate needless words. When choosing between two words with the same meaning, always choose the shortest one (e.g., “use” instead of “utilize”).
Be Direct
Avoid clever introductions and flowery prose, which make it harder for readers to determine your topic. Readers should know what your topic is from the first line.
Any text that follows should be concise and relevant to that topic. Particularly, introductions such as “We hope that this site will be a useful resource to you” are unnecessary.
Keep Paragraphs Short
Multiple short paragraphs are easier to scan. When users come across a solid block of text with many ideas, they are likely to skip over parts, possibly missing important points.
Short & Meaningful Headings
With a good heading, your audience will know immediately if your site has what they seek. In addition, subheadings will guide them through the text and identify those parts that are of particular interest, allowing them to skip what is not relevant to their needs.
Bullets
Information in bulleted and numbered lists is easier to process than lists buried in text.
Links Prevent Duplication
If information is available elsewhere on WSU websites, link to the information rather than repeating it.