✍ Writing principles
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Push vs pull content
A goal of writing for the web is turning push content (what you want to say) into pull content (what your audience wants to read)
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Each backpack has been tested to withstand coffee spills, faulty pens, and a full semester’s worth of textbooks. |
Do |
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Use the right amount of words
Online, people ready read about 20-28% of the page. Cognitive load increases 11% for every 100 words added to the page
Readers scan; they do not read every word. Typical The typical reading pattern on a webpage falls into an “F-shaped” pattern:
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Bottom: Steve Krug, “Don’t Make Me Think, Revisited”
Write in Plain English
Using plain English is respectful to the audience. It’s about reading speed and comprehension--not the intelligence of the audience. Plain English ensures our content is accessible to people with:
learning disabilities, dyslexia or visual impairments
poor internet connections
small devices
poor internet connection
busy lives
“People who are well-read (aka not dumb) read a lot. They don’t have time to wade through jargon. They want want the information quickly and easily – just like everyone else. Wanting to understand quickly has little to do with with intelligence. It has a lot to do with time and respect...It’s not dumbing down--it’s ”opening up” (Richards p 151)
Use high-frequency words, nouns, and verbs
Remove all non-essential adverbs and adjectives to make writing easier to read on the web. “Avoid hyperboles, upsells, fluffy metaphors” (Mailchimp)
In print, you can spice up a linear narrative with anecdotes and individual examples that support a storytelling approach to exposition. On the web, such content often feels like filler; it slows down users and stands in the way of their getting to the point.” (NN Group)
Write in Plain English
Prioritize Content. When everything is important, there is no visual hierarchy to help users understand what is important.
Organize content. Group things together that are related and use subheadings to guide users through sections.
Reduce clutter. Include only content that helps users complete the action they need to take. Remove “everything that is not part of the solution.” (Krug p 52)
Write for Mobile Devices
Users can only read one thing at a time on mobile. There is no “sidebar” content.
Anything on the “right rail” will end up below all other content
Front-Load Text
Lead with the main point or most important content, in sentences, paragraphs, sections and pages. (Mailchimp)
The earlier the most most important words appear, the better.
“The first 3 words should have information-carrying content...users often scan down the left part of a list of items. They never see the last words in a link unless the first few words attract their attention.” (NN Group)
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