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When writing content for the web, remember that people read information online differently than they read printed information. There are a number of reasons for this:
- People are task-driven when reading online. Site visitors generally skim sections, rather than reading each word. They focus on keywords, headings and links to determine if the information they need is available, then move on quickly. (See usability expert Jakob Nielsen's "How Users Read on the Web," www.useit.com/alertbox/9710a.html)
- People read up to 50% slower online than on paper. Some of the reasons for this include:
- The nature of the computer monitor, including the screen resolution and positioning, make reading online uncomfortable. Text on a monitor is also not as sharp as in print.
- The contrast between the text and background is often not as pronounced as it is with printed information.
- Reading information on a computer monitor usually requires scrolling, which disrupts the normal flow of reading.
Quick Tips for Preparing Easy-to-Use Content
- Make the content relevant. Users are coming to your website for a specific purpose, so for each piece of information you offer, ask yourself if it's something that users really want or need to know.
- Keep it simple. Make your sentences and paragraphs short and to the point. A sentence should not be more than 2 lines, and paragraphs should contain no more than 5-6 sentences.
- Omit unnecessary words. Usability author Steve Krug recommends using half of the words online that you would use in print. This makes the most useful content more prominent and makes the pages shorter, allowing users to see more without having to scroll.
- Write content visually. The web is a visual medium and the first impression you have on a visitor should be a positive one. Below are some tips for writing visually:
- Keep sentences and paragraphs short.
- Highlight keywords.
- Use meaningful headings and subheadings.
- Use tables and bulleted lists to break up text.
- Use bold for the most important information (but do not overuse it).
- Use pictures that are relevant to the text, rather than just visually appealing.
- Do not use jargon. Write simply, using words that users would search for on a search engine. This improves users' understanding and increases your credibility.
Remember, the heart of a web site is its content. Users come to a web site in search of information. If the information is inadequate or poorly organized, it will provide little value to your users, and they will be less likely to return.
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