Writing for the Web

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Writing for the Web

• 5-20-03
• Joe Landsberger
• COTF IX

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What not to do Print this and read it and you
will find it is easier than reading it on the
screen.  Writing for the Web is not like writing
on an 8.5 X 11" piece of paper.   When you write
on a piece of paper your eyes scan down the
print,  jump to topic sentences and paragraphs,
turn pages, etc.  The document is readily
accessible, and our eyes have been trained, and
have adapted to, paper as the medium.  It is
different for a computer screen's monitor.  Small
type is difficult to read because of the
resolution of the type's display.  Sentences fill
the width of the monitor, and often are too
wide.  The writing style differs.   Instead,
browsers (you) on the web want to know
immediately if the page is relevant to what they
are looking for.  For that reason, a "bottom
down" approach is necessary, with the conclusion
or summary at the top.  This may seem like a
superficial treatment of subject matter, and it
can be.  However, keep in mind that millions of
websites compete to deliver information, and if
your website is written in a clear, direct
manner, you will succeed in delivering
information. Badly designed websites comes in
several varieties  One of the worst is a page
that is text heavy, which reads like "Moby
Dick".  Interminable text goes on and on
demanding perseverance to get to the good parts. 
"Computer eyes" tire way before they get to this
point.  This is not to say that a page of heavy
text is not appropriate for the web!  Rather, the
web can be a very effective way of delivering
information that is printed, and then read.  It
is said that "reading" webpages is 25 slower
than on paper.  Another variety of bad design is
graphics heavy  extensive graphics not only take
a long time to download, but can obscure your
message.  Often little ditsy graphics blinking
and bouncing across the screen distract the
reader.  Banners (advertisements?) which have
nothing to do with the content similarly
overwhelm or obscure the message.  Confusing
images mislead the browser, confusing where to go
in the website for more information, or leaving
you in a limbo of irrelevant information. Often
graphics take an inordinate time to download, and
a long download time yields impatience.   The end
result  viewers move on. 
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Writing for effective Web pages

• The topic, its main idea, and its
  conclusionshould be immediately visible,
  locatable, or knowable
• Ideas rule structuremain ideas at the "top" of
  the screensupporting and secondary information
  below
• Structure of the content and the websiteshould
  be readily recognizable to your visitor

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Writing for effective Web pages

• Simple constructions are bestlimit one idea to
  a group of words, whether sentence, phrase,
  paragraph
• Avoid technical terminologyunless you clearly
  and intentionally have its purpose in mind and
  definition available
• Data, detail, and complexityare subjects for
  subsequent pages and should be logically placed

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Writing for effective Web pages

• Each subsequent page's contentshould be apparent
  by its link, and consistent with its
  predecessor
• Detailed informationcan be accessed through
  links to files for printing (.pdf .xls .doc
  etc)
• Edit out the superfluous,no matter how
  clever,if it detracts from your message

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Writing for effective Web pages

• Spell check,then have your pages independently
  proof-read
• Always focus on your message. Invite feedback
  with a "mailto" for comments, suggestions,
  questions to enhance the effectiveness of your
  website
• Respond to inquiries promptlyIgnore (don't
  respond to or waste your time on) superfluous
  responses

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Writing for effective Web pages

• Formatting
• Each page should be consistent in design
• Use a table, one row/one column, to center your
  text in the monitor's display (80 or so) to
  create margins left and right
• leave white space between paragraphs to enhance
  readability

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Writing for effective Web pages

• Use graphics/media objects to
• reinforce text 
• elaborate on text
• highlight text
• replace text
• be meaningless and distracting (not!)

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Writing for effective Web pages

• Based upon the Guide at http//www.iss.stthomas.e
  du/studyguides/writing_content.htm

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• http//www.soft.com/News/QTN-Online/
• http//www.pantos.org/atw/35317.html
• http//www.testingcraft.com/techniques.html
• http//www.testwareinc.com/training/t_SoftwareTest
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