Nine Things We Thought You Knew About Web Writing

• Hurricane Katrina Evacuees Continue to Recieve Aid from ADRA
• Ten States Recieve Grants for College Readiness Programs
• N.C. Zoo Keepers Recieve Conservation Award

That’s right; someone forgot to run spell check. We realize that usage, grammar, and spelling errors happen. But errors make even good content look bad. You want your content to grab your reader instead of your reader grabbing her red pen.

5. Don’t Go On, And On, And On, And On
Content should be concise. One well-chosen word instead of three. To demonstrate, we’ve transformed this wordy passage from the Future of Family Medicine site:

Original 80-word version: “In the increasingly fragmented world of health care, one thing remains constant: Family physicians are dedicated to treating the whole person. Family medicine's cornerstone is an ongoing, personal patient-physician relationship focusing on integrated care. Unlike other specialties that are limited to a particular organ, disease, age or sex, family medicine integrates care for patients of both genders across the full spectrum of ages within the context of community and advocates for the patient in an increasingly complex health care system.”

Our 35-word rewrite: “Family physicians treat the whole person. Family medicine's cornerstone is a personal patient-physician relationship; the focus is on integrated care. Unlike other specialties, family medicine cares and advocates for patients regardless of gender or age.”

6. Text Shouldn’t Move
If you’ve written web content, you probably expect (or hope) your visitors will read it. Words are easier to read when they stay still, so use none of the following text effects:

• Rolling, like the For Your Information content at http://www.goprincegeorgescounty.com 
• Disappearing, like the Announcements at http://www.txwd.uscourts.gov 
• Scrolling, in the banner at the top of the page at http://www.kootenay.org/ 

7. Fight The Fluff
When we read content like this:

“Booz Allen has a long history helping companies in a wide range of industries across the globe build competitive advantage through innovation. We combine strategic thinking with functional expertise, and analytical insights with sustainable implementation to provide comprehensive innovation and new product development services, including: strategy and operations; product/service and process innovation; and support throughout the entire process, from ideation and launch to culture and tools, improving revenue and cost across the extended enterprise.”

We think: Huh?

Fluff is annoying in print and fatal online because most web visitors are scanning, not reading at all. Visitors who scan this text won’t glean anything. It requires too much mental energy to translate fluff into fact. If you ever find yourself writing a passage like Booz Allen’s, take a break, get a grip, and replace the buzzwords with concrete language. Or, at the very least, link abstractions like implementation and innovation to case studies rich in specifics.

8. Bad Page Design Kills Readability
Page design must support your written content. At the Red Cross’s Community Services page, the bad page design is fighting the content. (And the bad design is winning). The text wraps around the top, right, and bottom of the Community Services medallion. It’s nearly impossible to recognize that the content is a list of community services. To improve page design, move the medallion and bullet the list of services. At a minimum, take the page design oath: First, do no harm to your written content.

9. Readers Hate Walls Of Words
Web readers rely on headings. If they can’t scan your content before actually reading it, they probably won’t read it at all. No doubt, readers crashed into the wall of 944 words (no headings) at the University of Washington’s Pine Project History page. These web writers ignored three clear signs their content needed headings:

• It’s longer than one screen.
• Each paragraph covers a different topic.
• Most readers will want to read some of the paragraphs, not all. Headings help them find the paragraphs they want to read.

So, now you know the nine things we thought you already knew about web writing. Is web writing as simple as following these principles? Not quite. As Groucho Marx said, “Those are my principles, and if you don’t like them…well, I have others.” So stay tuned. We have others!