Writing for the web - why does it matter?
Because people read stuff on the web differently than in print.
Top tips
Here are the five main things I do to write user-friendly content:
Consider the "inverted pyramid" that journos use. Key content first then the details.
Use the right language for the reader. Active voice is best, too.
Use bitesize text so the content is more manageable.
Write short sentences (about 20 words) and paras of five lines - you should break these up with a dash instead of a semi-colon. Or, use two sentences.
Use bulleted/numbered lists and headings rather than just sentences.
Handy guide
I refer to Usability.gov’s handy guide. The site is US based but the way it lists the information is super helpful. It could do with a few images though (see below).
LinkedIn post
I posted the list above on LinkedIn and asked my followers to share their top tips.
Graphic Designer Drew Hughes shared his expertise:
“I know this article is about the 'writing' for the web, but even within a body of writing I would suggest visual breaks: appropriate illustrations/info graphics/photography. Often these visual islands can be useful in a sea of dense text.”
I totally agree. And one of the points Usability’s guide raises but doesn’t illustrate!
I could have used an image in my LinkedIn post too, and didn’t.
So I’ve ensured I have an image in this blogpost…
Strategic Consultant Lucy Amortegui shared her top tip:
“Give clear CTA’s - guide them to where you want them to go next.”
Yes! You want to define the journey that the reader is on.
Instructional Designer Stevi Page recommended you:
“Use plain English and get rid of jargon.”
Agreed! It’s really important to make your message clear and use language that everyone can understand.
I actually find this difficult to do as I sometimes get wrapped up in my own specialism, and yet as a Marketer I’m often asked to translate content into something everyone gets. I assume this may be the case for other people.
What else?
What else would you recommend to help write user-friendly content? And do you agree with the tips I’ve recommended?