Content is King
Writing for the web can be tricky. But do it well and you can watch your site’s SEO results, usability and overall effectiveness as a marketing tool soar to new heights. Here are a couple of tips to improve your web content.
Image via Dwonderwall
Everybody’s a scanner
“Web users are an impatient bunch. If users can’t immediately find what they’re looking for, they move on. For this reason users tend to scan information rather than reading it closely. One reason is physiological. Research—by Nielsen, Stanford University/The Poynter Institute and others—has shown that reading pixels on a screen makes eyes work harder than reading ink on paper.”
How the Web Made Me a Better Copywriter by Cathy Curtis
Help scanners find what they’re looking for fast:
- Use relevant headlines
- Break up copy with subheadings. “They act as visual skipping stones – an eye-friendly break from blocks of copy”
- Bold, italicise or pull important information out into a sidebar to emphasise important information
- Use bullet points (no more than 7 at a time)
- Try to construct short, one-topic paragraphs
- Make links descriptive. E.g. ‘Read this article‘ is better than ‘Click here‘
- Summarise and conclude each page
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Keep it short and simple
“Simple website content promotes effective communication. It is easily processed, understood and connects with readers. Poor communication hinders the information gathering process.”
5 Writing Tips for Web Designers
- Don’t use extra syllables when it’s not necessary
- Use simple language and avoid clichés (aim for grade-eight-level English)
- Remove anything that you don’t need. Be specific and direct; take out all unnecessary adjectives
- Use Stephen King’s 10% rule “Second Draft = First Draft – 10%” to make your copy more concise
- Link to more detailed information for your advanced users. Basic users are scared by too much technical information and the extra content bulks up your pages.
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Refine your website architecture
“Structure information and lay out task steps in an intuitive manner to help visitors find the information they need and complete tasks, so they can get on with their busy lives.”
5 Writing Tips for Web Designers
- “Think like a user”
- Arrange your site navigation according to customer needs, not corporate structure
- Use everyday terminology – avoid marketing speak, anagrams and technical terms
- Follow convention and make ‘Contact Us’ the last link in your navigation
- Do your research. Survey customers and frontline staff to find out common issues
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Image via dbdbrobot
Extra tips to think about!
- Proof your content thoroughly
- Choose a font that’s readable
- Update your content frequently to keep it relevant and up to date
- Make sure people know where to ask questions, because sometimes you can’t cover everything in your content. An online form or telephone number will ensure your readers can get in contact with you.
Resources:
5 Writing Tips for Web Designers – Web Designer Wall
How the Web Made Me a Better Copywriter by Cathy Curtis – AIGA
11 Quick Tips for More Usable Content – UX Booth
Tips for writing Website Copy – Directory One
Short and Simple Sentences – Good Usability
