Writing for the Web

simplicity is the key...less is better

Two Types of Pages

• home pages are more promotional in tone
• destination pages are more informational in tone

• headlines (these let readers see what special news, or other timely items, lay deeper within your site)
• blurbs (these accompany headlines, give more detail about those special items and tempt readers to explore them)
• button links (these take readers to departmental information or sections of your site)

• should be no more than one or two sentences in length
• should entice the reader to explore the item further

• should be 1-3 words long (About Fredonia, What's Happening, Life on Campus, etc.) but should be clear and precise
• bad: click here
• weak: Employment, World
• strong: Jobs, Worldwide Locations

• all sentences contain no more than 20 words
• all paragraphs are no more than 3 short sentences
• all pages contain no more than 3-4 short paragraphs

When a paragraph has more than 3 sentences: Search for any sentence beginning with also, furthermore, nevertheless, however, or some other transitional phrase, and make that the beginning of a new paragraph.

• Step 1: Identify the sections of detail you can save for another screen
• Step 2: Come up with a short description for each of those sections
• Step 3: Write a summary of all the information, making the descriptions hyperlinks that take the reader to the screen devoted to that subtopic

• Keep them short and precise
  incorrect Our department offers several programs.
  correct Our department offers several programs.
• Don't refer to aspects or mechanics of the web
  incorrect Click here to find one of our financial aid counselors.
  correct Scan our staff directory to locate a financial aid counselor.
• Write content references so it is clear where it is located within the document
  incorrect Next, Previous
  correct Next Chapter, Previous Page

• get to the point ASAP
• use bulleted lists
• add subheads
• include a table of contents
• add charts and graphs (with descriptive content to increase accessiblity)
• incorporate typographical variations (boldface, all caps, etc.)

• do use powerful words
  instead of: get
  consider: obtain, acquire, secure
• do use conversational language
  avoid jargon like: implement
  consider using: introduce, carry out
• do use words conveying immediacy
  example upcoming, latest, recent
• quotes should be brief, 1 or 2 short sentences