Users are more likely to scan online text than read it. They decide very quickly if content is relevant to them, and searching is their most common behavior. With a glance, users should be able to have a rough idea of what your content is about, so this means that every word counts: users scan titles, headings, and paragraphs to see if they want to continue reading. You need to adapt your writing style to the web to show users that your content is valuable.
Because users scan web content, if they find something that they like (gleaned from just a few words), they’ll continue reading.
Here are some general guidelines.
Headings Make headings and subheadings short and make every word count by using keywords. For details about keywords, see Help customers find your content.
TOCs For long webpages or large content sets, use Tables of Contents (TOCs) with links to every subheading. For long pages, include “back to top” links within your content. In general, it’s best to use shorter pages when you can.
Lists When appropriate, use bulleted lists, which are easy to scan and more likely to be read than paragraphs of text.
Microsoft style
Use linked files when these criteria are met:
You will use the same computer to create and display your presentation.
Your files are larger than 100 KB.
You plan to make changes to the source files.
Not Microsoft style
Use a linked file if you are going to use the same computer to display your presentation as the one you created it on. If your files are large, making them linked files is better. Also, you can change things in the source file later and have the changes show up in both the source and destination file.
Content chunks Write your content in short, digestible paragraphs.
White space White space can help users scan the page and more easily identify what they need. Ensure that you include enough white space between the content “chunks” on your page.
Text placement Content that is on the first screen (“above the fold”) is more likely to be read—users are unlikely to scroll down to find more information. This means that you need to reduce word count (preferred) or increase the total number of pages (by dividing a page into shorter, separate topics). Remember that where “the fold” is depends on factors that you might not control, such as the device used to view your content and the screen resolution.
Eye chart, heat map, and usability studies have shown that most users look at specific areas on a page first, so put your most important information there. Generally, in left-to-right languages, the area in the upper-left quadrant of a page is where users look first. For example, if the most important text on your page is a button that says “Buy” or “Download,” put the button where users look first (not below the fold, on the far right, or near the bottom). Ensure that the text on the right side of the main body text can’t easily be mistaken for an advertisement.
A clear, well-reasoned approach to content organization can help your users locate the information that is important to them. Here are some general guidelines.
Use a hierarchical content structure Put the most important content first, in the content’s title, headings, subheadings, and the first sentence of each paragraph.
Give the conclusion first This is called “inverted pyramid” style—you write the key points first by using keywords, so that users will see them and know whether they want to read on.
See Also For more information about keywords, see Search Engine Optimization (SEO) later in this chapter.
Use short, focused paragraphs State your point in the first sentence of each paragraph and stick with one idea per each short paragraph.
Use notes and tips Break these out of the main paragraph, which should focus on your key point.
Use plain language Use simple sentences and short words. Use keywords that users use and can relate to. For example, they want to “download,” not to “experience the latest innovations.” Also avoid technical terms and jargon that users may not understand and wouldn’t search for.
Using links to related information can help keep your content concise and scannable. The goal of a link is to help users find the information that they want, so descriptive link titles are critical.
Here are some general guidelines.
Use the title or a description of the destination page as the link text. Don’t use “click here” or “more info” or a long URL.
Limit link text to four keywords or fewer, if possible. Short links are easier to scan.
Link to background and related information rather than summarizing.
If you’re creating a large set of content, improve the ease of navigation by including many cross-references.
For more information about links, see Search Engine Optimization (SEO).