A Bi-Monthly Newsletter
Volume 6, Issue 2, March 2003
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Writing For the Web

Readers do not read online documents as they do printed material. Therefore, with the massive shift from printed to online communications, writers must empower themselves to write for the online medium. Due to the fast-paced nature of the Web, brevity and speed are valued. This article discusses writing online content, recognizing both the similarities and differences between print and online documents. In recognizing the key differences in presentation, both occasional and full-time writers of Web content can improve communication with their audiences.

Though the principles discussed here apply to most forms of online documentation, including intranet portals, CD-Rom, and online help, the focus here is on writing for the Web, specifically.

Similarities and Differences

The similarities between print and online documentation represent fundamental considerations for effective communication. According to Hackos and Stevens, "...most of the rules that apply to paper documentation also apply to online documentation.” (1997, 286). These include:

• Identifying the readers or users and understanding their needs.
• Using access aids that allow readers to find information easily and quickly.
• Ensuring that the writing is clear, concise, consistent, and accurate.

Online documents have different requirements, primarily as follows:

• Information should be presented in short discrete topics, readable in any order.
• The organization of online documentation is not obvious. In turn, online documentation is often not sequentially read.
• The way information is displayed differs dramatically. The display is smaller than a printed page, the orientation is often landscape as opposed to portrait, and the distance and angle from reader to the screen is different than for paper. Screen resolution is inferior to that of paper.

How Users Read On The Web

According to Web guru Jakob Nielsen, reading from computer screens is about 25% slower than reading from paper. Often in a hurry, readers scan pages and rarely read them entirely.

Convoluted writing and complex words are even more difficult to digest online and reduce scanability.

Reading is generally non-sequential and users can enter a site at any page.

Credibility is important for Web users who often are unsure of the source of information. Additionally, users are busy and wish to quickly get to the facts. Therefore, promotional language, or "marketese" as Nielsen puts it, is disliked by readers and reduces credibility.

Helping Users Read On The Web

Clear, Concise and Scanable Text

According to information architect William Horton “To write online documents, we must apply with a vengeance the principles of good clear writing while attending to the differences between paper and online documentation” (1994, 261). The writer must emphasize quality over quantity and trim words.

The writing style should be informal and employ simple, short and direct sentence structures. Also consider use of diction and syntax. For example, eliminate jargon and avoid abbreviations, as readers often do not read sequentially. (A solution is to provide hyperlinks to definitions, yet the tradeoff is distraction to the reader.)

Users do not like to scroll, so pages must be kept short. Due to the nature of how readers take in online text, the ability to scan content is critical. In order to make text scanable, Nielsen recommends:

• highlighted keywords used liberally
• meaningful sub-headings - avoid humor or metaphors
• bulleted and numbered lists
• one idea per paragraph
• start each page with the conclusion as well as a summary of the remaining contents
• half the word count, or 50% less text than conventional writing.

Topics, Objectivity and Navigation

Topics should be kept short and have titles that contain key words. Topics should emphasize important information and conclusions to allow users to scan, get the main point quickly, and avoid excessive scrolling.

The structure of topics and the style of writing should be consistent for each topic. They should be able to stand on their own for non-sequential reading.

Objective non-promotional language is preferred as Web users want to quickly get to the facts. Credibility is improved by including external links to source data. For example, linking quotes from reviews and other articles is helpful.

Consistent, yet limited navigation links (no more than five per topic) improve usability. Navigation aids should be clearly separated from the text. Longer documents should be spread over multiple hyperlinked pages of chunked information.

Organization

Though readers may not move through topics sequentially, content needs to be structured in some way. William Horton suggests the following:

• Organize information to match the reader’s purpose.
• Meet the needs of different types of readers.
• Layer information starting with simple information and adding more details as users request (The “inverted pyramid” writing style).

Screen Design Elements

Considering some of the differences related to presenting information on the screen, the following suggestions aid in improving on-screen readability:

• The amount of text per screen should be less than that on a printed page, at no more than 30-40%. The use of white space must be even more liberal than that for printed documentation.
• The length of lines of text must be short. Experts do not agree on line length, however, the upper range is 40-60 characters per line.
• Screens and windows should be sequenced and placed consistently.
• Additional attention should be given to providing a vertical arrangement of related information, using indentation to show relationships.

Summary

To maintain impatient Web readers’ attention, writers must be even more diligent in providing highly readable, concise and chunked text that gets ideas and information across as quickly as possible. Physical constraints of screen reading must be considered when designing the layout.

Additional Information

• Jakob Nielsen’s site www.useit.com
• Sun Microsystems guide on Writing for the Web, www.sun.com/980713/webwriting
• Internet.com series on online writing by Kathy Henning, www.clickz.com//author/index.php/19413/all
• STC’s Intercom, November 2000, p.24, www.stc.org
• Editing For Writers, Lois Rew, Prentice Hall, pp. 390-406
• Hackos, J. T. & Stevens, D. M. (1997). Standards for online communication. New York, NY: John Wiley & Sons.

Rolf Vellek recently completed the Certification Program in Technical and Professional Writing, with an emphasis on Web development, at Portland Community College. A former business professional, he has managed a career transition into the field and recently began a contract intranet Webmaster position. He can be reached at rvellek@comcast.net.