Writing for the Wired World Jeff Wisniewski NSLS 2009

You're probably going to read this It's a short paragraph at the top of the page. It's surrounded by white space. It's in an easy to read font. To really get your attention , I should write like this: Bulleted lists Occasional use of bold and links to aid skimming Short sentence fragments Explanatory subheads Did I mention lists?

It's a short paragraph at the top of the page. It's surrounded by white space. It's in an easy to read font.

To really get your attention , I should write like this:

Bulleted lists

Occasional use of bold and links to aid skimming

Short sentence fragments

Explanatory subheads

Did I mention lists?

You’re probably not going to read this Built in 1995, the Fanny Millstein Library is located at the University of Pittsburgh at Greensburg, approximately 35 miles east of Pittsburgh, PA. The library, originally housed in Powers Hall, was established to provide academic support and to serve the research needs of the Greensburg Campus' students, faculty and staff. Currently the library contains over 78,000 volumes and provides access to a vast array of information resources through the University Library System's Digital Library. There is also a computer lab and wireless network available to students for research and class work. Open seven days a week during the Fall and Spring terms, the library greets an average of 60,000 patrons each year. To learn more about the library, please visit our online tour, view our presentation, Welcome to the Millstein Library, or enjoy reading Millstein Matters.

Built in 1995, the Fanny Millstein Library is located at the University of Pittsburgh at Greensburg, approximately 35 miles east of Pittsburgh, PA. The library, originally housed in Powers Hall, was established to provide academic support and to serve the research needs of the Greensburg Campus' students, faculty and staff. Currently the library contains over 78,000 volumes and provides access to a vast array of information resources through the University Library System's Digital Library. There is also a computer lab and wireless network available to students for research and class work. Open seven days a week during the Fall and Spring terms, the library greets an average of 60,000 patrons each year. To learn more about the library, please visit our online tour, view our presentation, Welcome to the Millstein Library, or enjoy reading Millstein Matters.

But you might read this: The Millstein Library at Pitt Greensburg : Is open seven days a week during the Fall and Spring terms Has a computer lab and wireless network Contains over 78,000 items To learn more about the library, please visit our online tour , view Welcome to the Millstein Library (ppt) , or enjoy reading Millstein Matters .

The Millstein Library at Pitt Greensburg :

Is open seven days a week during the Fall and Spring terms

Has a computer lab and wireless network

Contains over 78,000 items

To learn more about the library, please visit our online tour , view Welcome to the Millstein Library (ppt) , or enjoy reading Millstein Matters .

Preexisting content Lacks a consistent voice Contains many different writing styles in play Has structure and organization that most likely varies greatly Lacks a consistent vernacular . Is circulation circulation, or lending, or book check-out, or all three? Originally written for some other medium

Lacks a consistent voice

Contains many different writing styles in play

Has structure and organization that most likely varies greatly

Lacks a consistent vernacular . Is circulation circulation, or lending, or book check-out, or all three?

Originally written for some other medium

Above all the web is: Immediate Informal

Immediate

Informal

The 6 C’s of writing for the web - Adapted from Killer Web Content by Gerry McGovern

Who C ares? People are overloaded with information They won’t waste time reading content they don’t care about Don’t assume that because you care, your readers will too Think before you write – will my readers care about this?

People are overloaded with information

They won’t waste time reading content they don’t care about

Don’t assume that because you care, your readers will too

Think before you write – will my readers care about this?

Is your content C ompelling? People may care, but are they paying attention? You need to identify with your readers Use your users’ words, not internal lingo or acronyms

People may care, but are they paying attention?

You need to identify with your readers

Use your users’ words, not internal lingo or acronyms

Is it C lear? Be simple when you write – if your content is not clear, you will lose readers. All acronyms should be spelled out upon first use Content should be internationally friendly People on your Web pages are scanning – make it easy for them to find what they want.

Be simple when you write – if your content is not clear, you will lose readers.

All acronyms should be spelled out upon first use

Content should be internationally friendly

People on your Web pages are scanning – make it easy for them to find what they want.

Is it C omplete? Essence of any site is to help people complete a task If a call to action is made, be clear what steps should be taken Write great links to keep your readers moving from step to step so they can complete their tasks

Essence of any site is to help people complete a task

If a call to action is made, be clear what steps should be taken

Write great links to keep your readers moving from step to step so they can complete their tasks

Is it C oncise? “ Tell them ‘who did it’ in the first paragraph.” Help people quickly understand your content. Use bullets instead of paragraphs when possible.

“ Tell them ‘who did it’ in the first paragraph.”

Help people quickly understand your content.

Use bullets instead of paragraphs when possible.

Is it C orrect? It’s easy to pull together content from other sources. “ Editing is quality control for writing.” Check your facts, verify your numbers, make sure the content you provide is up-to-date .

It’s easy to pull together content from other sources.

“ Editing is quality control for writing.”

Check your facts, verify your numbers, make sure the content you provide is up-to-date .

Worth the effort? “ The rewritten web site scored 159% higher than the original in measured usability." http://www.useit.com/papers/webwriting/rewriting.html

“ The rewritten web site scored 159% higher than the original in measured usability."

http://www.useit.com/papers/webwriting/rewriting.html

Filtering information is our main requirement when both reading and writing in today's information heavy world.

The Typical Library Website Visitor Usually focused on getting a job done Usually inexperienced Mostly infrequent visitors Has low recall

Usually focused on getting a job done

Usually inexperienced

Mostly infrequent visitors

Has low recall

we have to design for occasional users

Novice and occasional users Intimidated by complex menus Expect frequently used areas to have prominent links Prefer an unambiguous structure, that is, either apples or oranges but not both!

Intimidated by complex menus

Expect frequently used areas to have prominent links

Prefer an unambiguous structure, that is, either apples or oranges but not both!

Novice and occasional users Want overviews that provide easy access and illustrate how information is arranged. For example, site maps and FAQs Expect to find a glossary of technical terms, acronyms, and abbreviations Use visual layouts and graphics to trigger their memory

Want overviews that provide easy access and illustrate how information is arranged. For example, site maps and FAQs

Expect to find a glossary of technical terms, acronyms, and abbreviations

Use visual layouts and graphics to trigger their memory

How users read online They generally don’t, they scan Move in an "S" like pattern down the page Pay particular attention to first words of headings

They generally don’t, they scan

Move in an "S" like pattern down the page

Pay particular attention to first words of headings

Why? Reading on a computer monitor is typically at least 25% slower than reading the equivalent content on a paper-based format , so, simply, it takes more time and effort. Reading from a monitor causes both eye strain and eye fatigue People tend to look for easy to recognize clues that will quickly lead to the the information they want.

Reading on a computer monitor is typically at least 25% slower than reading the equivalent content on a paper-based format , so, simply, it takes more time and effort.

Reading from a monitor causes both eye strain and eye fatigue

People tend to look for easy to recognize clues that will quickly lead to the the information they want.

Information foraging Certain words or phrases function as trigger words. They give off strong “scent” because they look like they will lead the user closer to their information goal. Users are willing to click repeatedly so long as the scent is getting stronger The choices users make are rapid and people will often pick the first likely looking link

Certain words or phrases function as trigger words.

They give off strong “scent” because they look like they will lead the user closer to their information goal.

Users are willing to click repeatedly so long as the scent is getting stronger

The choices users make are rapid and people will often pick the first likely looking link

Scanability is essential

Page titles Be specific when creating titles; no two pages should be titled alike Use this format: Descriptive phrase | Subsection| Section | Organization

Be specific when creating titles; no two pages should be titled alike

Use this format:

Descriptive phrase | Subsection| Section | Organization

Page titles Make the first word of the title the most important descriptor of the page Do not begin with a generic term ("Welcome to") or an article ("The”) Should make sense when viewed completely out of context, as part of a long list of other page titles, as in search engine results lists Should be unique Must be written in mixed case

Make the first word of the title the most important descriptor of the page

Do not begin with a generic term ("Welcome to") or an article ("The”)

Should make sense when viewed completely out of context, as part of a long list of other page titles, as in search engine results lists

Should be unique

Must be written in mixed case

Exercise: Write a good page title for the following page

Exercise: Write a good page title for the following page:

lists set their contents apart from the rest of the page and can very effectively highlight text Bulleted: sequence doesn’t matter Numbered: sequence matters full sentences are not appropriate

set their contents apart from the rest of the page and can very effectively highlight text

Bulleted: sequence doesn’t matter

Numbered: sequence matters

full sentences are not appropriate

headings Titles and headings (often in bold) help your readers see your point without having to read the entire page

Titles and headings (often in bold) help your readers see your point without having to read the entire page

headings usually displayed as bolder, larger and/or in color, so they attract attention important signposts for setting off the regions of your page Common problems: Unfamiliar headings or links Confusable headings or links - two or more items appear to describe the same thing Headings or labels that are equally similar for some goals.

usually displayed as bolder, larger and/or in color, so they attract attention

important signposts for setting off the regions of your page

Common problems:

Unfamiliar headings or links

Confusable headings or links - two or more items appear to describe the same thing

Headings or labels that are equally similar for some goals.

headings should: Have information-carrying content within the first three words Include keywords that are important for search engine optimization (SEO) Have strong scent

Have information-carrying content within the first three words

Include keywords that are important for search engine optimization (SEO)

Have strong scent

use "old", "boring" words to make your content more findable -Jakob Nielsen

Links most effective when they reduces clutter by dividing chunks of information into individual web pages Links attract a person’s attention The best links contain trigger words and give off a strong scent, drawing the user closer to their goal.

most effective when they reduces clutter by dividing chunks of information into individual web pages

Links attract a person’s attention

The best links contain trigger words and give off a strong scent, drawing the user closer to their goal.

Tips for Creating Effective Hyperlinks Make the text in your links meaningful. Use words that people known and understand. Remember "old and boring". Underline links to make them stand out. This was the default link display in early HTML browsers. Engineering's (UIE) research shows that links with 4 to 9 words are most effective. Be sure to make visited and unvisited links contrast with the base font color.

Make the text in your links meaningful.

Use words that people known and understand. Remember "old and boring".

Underline links to make them stand out. This was the default link display in early HTML browsers.

Engineering's (UIE) research shows that links with 4 to 9 words are most effective.

Be sure to make visited and unvisited links contrast with the base font color.

Tips for Creating Effective Hyperlinks Avoid using “standard” link colors and underlined text for anything that isn't a link. For example, this is not a link, but it sure looks like one. Don’t reuse link colors.

Avoid using “standard” link colors and underlined text for anything that isn't a link.

For example, this is not a link, but it sure looks like one.

Don’t reuse link colors.

Tips for Creating Effective Hyperlinks “ Click here” should NEVER be a hyperlink

“ Click here” should NEVER be a hyperlink

Exercise Look at the following three links. Which is the "weakest link" and why? How would you rewrite it?

Look at the following three links. Which is the "weakest link" and why? How would you rewrite it?

Library Staff Directory: 1. Search by last name 2. Browse by office location 3. List all staff, click here

Library Staff Directory:

1. Search by last name

2. Browse by office location

3. List all staff, click here

Reading slower: Implications for style Physical and behavioral reasons for reading slower The word that best describes user behavior is: impatient. keep things as brief as possible many web visitors will read only the first or second sentences of a paragraph

Physical and behavioral reasons for reading slower

The word that best describes user behavior is: impatient.

keep things as brief as possible

many web visitors will read only the first or second sentences of a paragraph

Excessive word count and worthless details are making it harder for people to extract useful information. The more you say, the more people tune out your message. - Jakob Nielsen

Inverted Pyramid Style the conclusion comes first In the next paragraph, you summarize the most important items. Only then do you get to the details.

the conclusion comes first

In the next paragraph, you summarize the most important items.

Only then do you get to the details.

Highly Classified compose your page text as if you were writing a classified ad, where you're paying by the word. Your end result need not be THAT Spartan but, as Seth Godin points out, users' attention IS an expensive resource we ought not waste

compose your page text as if you were writing a classified ad, where you're paying by the word.

Your end result need not be THAT Spartan but, as Seth Godin points out, users' attention IS an expensive resource we ought not waste

Tips Use half the word count of conventional writing Get to the point, immediately! Use fewer, smaller and simpler words Save the details for those who want to “learn more.”

Use half the word count of conventional writing

Get to the point, immediately!

Use fewer, smaller and simpler words

Save the details for those who want to “learn more.”

Simplify words and structure This section describes the types of identification that would satisfy the application requirements for a library card. What identification is needed when applying for a library card?

This section describes the types of identification that would satisfy the application requirements for a library card.

What identification is needed when applying for a library card?

Avoid noun sandwiches - a string of nouns one after another Remote patron authenticated licensed database access. How would you rewrite this one?

Remote patron authenticated licensed database access.

How would you rewrite this one?

Use pronouns, they personalize the text and add clarity Refer to your organization as “we” Refer to the reader as “you” in the text and as “I” in questions

Refer to your organization as “we”

Refer to the reader as “you” in the text and as “I” in questions

Use pronouns, they personalize the text and add clarity Example: Faculty, staff and students must return books by the end of the loan period. If books are returned after the due date, fines will accrue. You must return books by the due date. You will be fined if books are returned late.

Example:

Faculty, staff and students must return books by the end of the loan period. If books are returned after the due date, fines will accrue.

You must return books by the due date. You will be fined if books are returned late.

Cut out redundancies ask the question ask absolutely essential essential

ask the question ask

absolutely essential essential

Avoid jargon Reference Ask a question Circulation Check out Library Terms That Users Understand http://www.jkup.net/terms.html

Reference Ask a question

Circulation Check out

Library Terms That Users Understand

http://www.jkup.net/terms.html

Use active voice and action words Contact information can be edited here Becomes….? Images can be uploaded Becomes…?

Contact information can be edited here

Becomes….?

Images can be uploaded

Becomes…?

Jargon Efficient and effective for those “in the know” Opaque, confusing, and distancing for those who are not (tip: that’s almost everyone!)

Efficient and effective for those “in the know”

Opaque, confusing, and distancing for those who are not (tip: that’s almost everyone!)

Abstract…Help? (1) An index that not only provides citations, but also gives a brief summary of each item indexed. (2) A short summary of an article in a scholarly journal, usually appearing towards the beginning of the article. (3) A summary of a paper presented at a conference. The full text of the paper is not always available.

(1) An index that not only provides citations, but also gives a brief summary of each item indexed. (2) A short summary of an article in a scholarly journal, usually appearing towards the beginning of the article. (3) A summary of a paper presented at a conference. The full text of the paper is not always available.

Exercise Victim(s)?

Victim(s)?

Strategies to Encourage Good Writing for the Web

1. Make the case for good web writing Web teams often undervalue the fundamental importance of writing on the web because it is assumed that people who write for print can "naturally" write well for the web.

Web teams often undervalue the fundamental importance of writing on the web because it is assumed that people who write for print can "naturally" write well for the web.

Develop editorial guidelines for your site How will you handle abbreviations? How are capitalization in headings, bullet points, and numbering used on this site? What rules will you follow for punctuation?

How will you handle abbreviations?

How are capitalization in headings, bullet points, and numbering used on this site?

What rules will you follow for punctuation?

Develop editorial guidelines for your site Will you italicize quotes or use double quote marks or single quote marks? Editorial guidelines should include a dictionary of preferred terms . As the visitor moves from page to page within the site, they should see the same function or service labeled in the same way.

Will you italicize quotes or use double quote marks or single quote marks?

Editorial guidelines should include a dictionary of preferred terms . As the visitor moves from page to page within the site, they should see the same function or service labeled in the same way.

Use a pre-publication checklist

Lead by example Make sure the pages that you work on exemplify the practice of good writing for the web.

Make sure the pages that you work on exemplify the practice of good writing for the web.

Promote good writing Send out regular tips on web development. Create a "writing for the web" or "web development" del.icio.us account and share useful sites. If you see a good article that drives home the importance of writing, send it around. Finally, if you have an anecdote or story about one of your own users, share it

Send out regular tips on web development.

Create a "writing for the web" or "web development" del.icio.us account and share useful sites.

If you see a good article that drives home the importance of writing, send it around.

Finally, if you have an anecdote or story about one of your own users, share it

Recognize good writing and writers If you notice that someone has done an excellent job of writing content in a clear, succinct manner that works well, make a point of telling them. If you have anecdotal or usability testing evidence of how well it works, share those stories with everyone.

If you notice that someone has done an excellent job of writing content in a clear, succinct manner that works well, make a point of telling them.

If you have anecdotal or usability testing evidence of how well it works, share those stories with everyone.

Encourage an editing culture Try to instill a culture of peer editing where people ask someone to look over their new page and provide suggestions. Be an example by offering your pages up first - ask for help by pointing out sections you think could be more concise or where you would like to eliminate jargon. TIP: a wiki is a great tool for these collaborative edits

Try to instill a culture of peer editing where people ask someone to look over their new page and provide suggestions.

Be an example by offering your pages up first - ask for help by pointing out sections you think could be more concise or where you would like to eliminate jargon.

TIP: a wiki is a great tool for these collaborative edits

Never Underestimate the Power of Training Share what you know about writing for the web Workshops, classes, clinics, brown bag session

Share what you know about writing for the web

Workshops, classes, clinics, brown bag session

Include writing and editorial guidelines in the standard briefing for all new web site authors Work with your webmaster to make sure that new authors not only receive an account and a password to post web pages, but they have some time with an individual who can describe the editorial guidelines

Work with your webmaster to make sure that new authors not only receive an account and a password to post web pages, but they have some time with an individual who can describe the editorial guidelines

Invite key content providers to be observers in usability testing Seeing is believing. Some people will fail to recognize the problems with writing online as if it were print until they see actual users failing. Try to have different people in your library take a turn at being an observer in a usability test and the debrief session.

Seeing is believing.

Some people will fail to recognize the problems with writing online as if it were print until they see actual users failing.

Try to have different people in your library take a turn at being an observer in a usability test and the debrief session.

Questions? Discussion?

Thank you