Tips on Writing for the Web

Writing for the web is different than writing for any other form of publication.  A number of factors present unique challenges online:

• Most users (80%) scan the page rather than reading word for word
• Users bring assumptions about format and information architecture which dictate where they seek information
• Reading from computer monitors is slower and more difficult than from paper
• Monitors vary in size, some presenting relatively limited information in the first screen
• User patience with text-heavy or confusing presentation is low and they readily click elsewhere

Because of these unique characteristic of presentation of information online, writing for the web should follow the following:

Brevity: The most important characteristic of web writing is to be brief! Web prose should be no more than 50% of equivalent non-web prose. In the age of Twitter, web prose is becoming more concise than ever.

Scannability: People generally don’t “read” online — they scan. Use lists, bullets or other concise presentations when possible.

Page Length: Individual pages should be kept short. Try not to require users to read pages in order.

Clear Information Architecture: Use clear and consistent navigation and link terms, so users know immediately where to look.

Summarize: Include top of page summaries when appropriate.

There is a great deal written online about writing for the web. Here are two useful resources, one from a university, the second from a technology company:

Writing for the Web (Dartmouth College)
Writing for the Web (Sun Microsystems)

In the name of brevity, we’ll stop now!