Content / User Experience Strategist
University of Iowa
- Long paragraphs OK
- Space dictates structure
- Faster to read
- Short paragraphs best
- Writer dictates structure
- 25% longer to read
- Quick scan
“Web users generally prefer writing that is concise, easy to scan, and objective (rather than promotional) in style.”
– Jakob Nielsen
- Fewer service calls
- More credibility
- Better reputation and trust
- Higher rankings in search engines
Tips for writing great web content
Keep Content Concise
- Get to the point quickly
- Cut out unnecessary information
- Half the word count of print...
- Use easy-to-understand words
- Avoid long paragraphs and sentences
When in doubt, cut it out.
Test your writing style using readability formulas.
- Summarize the most important info
- Who? What? When? Where? Why? How?
- 25 - 30 words
- Crucial Information
- Story, Details, photos, video
- Length depends, shoot for 100-200 words
- Related Information
- Links to other content, documents
- Just a few items
Use them to break up long articles.
- Simple and concise
Wellness Grants | UI Wellness
Wellness grants available to departments for healthy activities.
1 Paragraph = 1 idea
1 sentence paragraphs are OK!
Highlight keywords with formatting
A cautionary tale of PDF proliferation and bad stock art.
A picture is worth a thousand words...
...unless it's of a smiling girl in a headset.
Use photos of real people, like your customers.
Icons, charts, and graphs work too.
PDFs are for Printing
Repeat. PDFs are for printing.
If you do use PDF
Summarize what's in it and how long it is.