January/February 2001

Writing for the Web

Editor's note: The most important element of a Web page and site is content. A common saying is "Content is King."

As more people publish on the Web, it is important that we always provide valuable information in an easy to read format. But a Web Techniques February interview article with Jakob Nielsen noted a "proliferation of bad writing on the Web." Nielsen responded with "I think it's the beauty of the Web, it's a more democratic publishing medium, but we also have to start to worry about the quality of the sites." This article by Karen Holman, first reprinted in Information September 1998, succinctly lays out the guidelines for good writing.

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Most people don't read Web pages; they scan them. They want useful information, and they want it now. If your page doesn't grab them at first glance, they're gone.

So how do you get them to stick around long enough to read the great information you offer? How do you get them to come back for more?

Present it to them the way they want it.

Writing

General principles of good writing apply to Web pages — in spades.

• Organize the information in categories or sections that make sense to the reader.
• Limit each paragraph to a single idea. Many users read only the first sentence. Make it count.
• Get to the point. Use short words, short sentences, short paragraphs, active voice.
• Stick to facts. Users detest "marketese."
• Write in an inverted pyramid. Start with a conclusion or summary. Follow it with details. Put background information last.

Page layout

If readers like to scan Web pages, make yours scannable.

• Use headings liberally to show the structure of your information. Think of them as an outline: I, A, 1, a.
• Use lists – numbered lists where order is important, bulleted where it is not. Limit lists to nine or fewer items.
• Highlight key words or phrases. Links naturally stand out and thus act as a highlight.
• Keep pages short. Break long articles into several short pages and link among them.
• Make the title short and to the point. Use description and keyword ‹META› tags so your pages work better with search engines.

Credibility

Credibility is an important issue to Web users. Let your readers know your information is solid:

• Identify yourself and your organization.
• Date your information. Keep it up to date, or delete it when it's out of date.
• Provide a way to contact you: phone, fax, e-mail.
• Include links to related external sites. They tell the reader that you've done your homework.
• Use correct spelling and grammar. You've heard this before, so enough said.

References

• Holman, Karen. "What makes a good Web site?" OCTnews, Vol. 1, No. 8, May/June 1997.
• Levine, Rick. Guide to Web Style. Sun Microsystems. Aug. 2, 1996.
• Morkes, John, and Jakob Nielsen. "Applying Writing Guidelines to Web pages." Jan. 6, 1998.
• Morkes, John, and Jakob Nielsen. "Concise, SCANNABLE, and Objective: How to Write for the Web." October 1997.
• Nielsen, Jakob. "How Users Read on the Web." Alertbox, Oct. 1, 1997.
• Nielsen, Jakob, P.J. Schemenaur, and Jonathan Fox. Writing for the Web. Sun Microsystems. July 1998.

~ Karen Holman, Colorado State University
Cooperative Extension. OCTnews, August 1998

CIT Information is published by Communications and Information Technology - Computing section, Institute of Agriculture and Natural Resources, University of Nebraska-Lincoln. Newsletter articles may be copied and distributed for nonprofit, educational purposes only and the source must be acknowledged. Direct all correspondence to the editor, Pamela K. Peters (E-mail: pkpeters@unlnotes.unl.edu; Phone: 402/472-5630; FAX: 402/472-5639).

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