Web users like easy to scan, concise, objective website copy. Here are some tips on writing copy for the web.
Be concise
Steve Krug (web usability expert) says: “Get rid of half the words on each page, then get rid of half of what’s left”. Write copy for the impatient online reader – a guide is:
- Headings: 8 words or less
- Sentences: 15 – 20 words
- Paragraphs: 40 – 70 words
- Page word count: 250+ words
Remove anything that fails to convey useful information & sentences that begin with the phrase “welcome to…”
Write “scan-able” text
Screen reading is tiring, users don’t stay on websites for long, information overload is a common usability issue. Users rarely read an entire page of text – so write scan-able content:
- Put important information or even a summary at the top of the page – allowing visitors to dive into the detail if they are interested.
- Use of headings and subheadings
- Use bold, italics and colour to highlight important content keywords
- Use bullet points & numbered lists where possible to rest the eye & break walls of text
Objective – ditch marketing speak, acronyms, jargon & hype
Credit your users – they are aware of marketing spin & hype
- Remove adjectives (e.g. great), buzzwords & claims which are not supported by evidence – but get a balance without removing all your promotional material
- Give visitors the facts and allow them to make their own decisions.
- Some users will not use the same terminology & acronyms – don’t alienate them, get your copy reviewed by someone out of the sector – did they understand it?
A friendly accessible writing style
This builds trust, but don’t dumb everything down too much! Don’t patronise…
- Keep content brief, direct, to the point.
- Simple, plain, understandable & real life English, informal English allows scanning of words, formal English requires visitors to read every word
- Short line lengths & paragraphs
- Simple sentence structures
- Use a copywriter to polish your text and then test it on the audience.
- Link to the detail in another page and offer printable alternatives (print styles / PDF)
- External links – increases users impression that the information is creditable you reference supporting online information.
Limit instructional text
Users don’t generally read instructions unless they are really stuck (when did you last read a manual?) – normally they just muddle through, that is why information architecture and usability is so important.
- When you do need instructions, keep them to an absolute minimum.
- Do some usability testing (this doesn’t need to be expensive), it shows areas where instructions are needed or where a re-design is needed
Edit & check and then edit some more
Get two or three people proofread your text. Check it yourself for consistency in grammar, punctuation, capitalization, abbreviations & spell check.
See also:
Jakob Nielson:
http://www.useit.com/papers/webwriting/
Steve Krug’s book “Don’t make me think” & supporting website:
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