Letting go of the words – an overview

Letting Go of the Words – An OverviewPart 1
IswaryaMurali
12th March, 2010

Importance of Writing Good Content
Communicate with the Audience
Focus on Essential Messages
Designing Web Pages for Easy Use
Tuning up your Sentences
Effective Use of Illustrations
Press Releases
AGENDA

Importance of Writing Good Content
“66% of visitors don’t rarely –if ever – return to a site once they’ve had a bad experience.”
People come to websites for specific goals to
(i) get tasks done
(ii) to find answers
They ‘skim’ through content to find information.
Usability Tests
Test early
Test often
Test small (iteratively)

List your audience and gather information about them
List major characteristics – what is each visitor looking for?
Difference in experience, emotions, technology, knowledge, values, demographics, etc.
Create ‘personas’ and have them in mind while designing and writing content.
Use sample scenarios
Communicate with the Audience

Start with the key point. Write in an Inverted Pyramid Style that matches readership
Main Point
Supporting information
History and background
Give the audience only what they need
Think from their point of view
What are the questions the audience will ask? – Address those
Cut down on unnecessary information
Make information flow logically
At the same time, don’t leave out what is essential to be clear

Make text easy on the eye
Large paragraphs and blocks of text ×
Unnecessary technical jargon ×
Asterisk/Footnotes ×
Lists and bullets 
Market by giving useful information
Web is essentially a “pull” technology, when compared to traditional marketing
Take advantage of “marketing moments” – after the visitor is partially satisfied.
For instance, after a really useful/impressive piece of information direct them what to do next
Case study in Usability Testing shows that all participants preferred bullet points

Layer from an information page to more pages
Layer from brief description to the full article
Layer from part of the page to a short explanation
Pathway Page: Scan, select and Move on
Information Page: scan and get information
Home
Other information page – more details
Other information page – more details

Design consistency across the site:
Elements such as Company name, logo, Search box, segregation of header and text, navigation menus – should follow the same pattern across the site
The entire site should have the same design and alignment (for instance, placement of images, header, menus, colors)
Integrate content and design from the beginning
Make various page elements ‘obvious’
Use templates for each ‘page type’

Working with specific page elements – Do’s:
Use active spacing for Titles, between lists and bullets, introductory paragraphs, etc. – to make it stand out.
Good contrast between text and background
Choose a Sans Serif font and the right font size (if possible let visitors adjust text size)
Choose colors wisely – taking into account cultural and other factors.
Use fluid layouts, with medium line lengths.

Working with specific page elements – Don’ts:
Avoid false bottoms/horizontal lines at the end of the page – test in different resolutions
Don’t let headings float – align them closer to the paragraph they ‘head’ than to the previous paragraph.
Avoid centered text, all upper case text, underlining and italicizing too much.
Avoid reverse text
Colors should never be the only indicator of a feature.

Talk to visitors; use “you” wherever possible
Be personal – use “I”(for blogs), “we/us” for referring to the organization.
Use imperative for instructions(better, in a list)
Gender-neutral writing: you/plural/the/verb phrase
Being informal is okay – use short and straightforward sentences.
Keep paragraphs short – even 1 sentence paragraphs are acceptable
Give extra information its own space.

Avoid passive voice
Don’t mix up nouns and pronouns
Don’t use unnecessary text such as “Click here to know..” Underlined text is self explanatory as a link
Avoid ‘big words’ – always try to talk in the words of your user.
Don’t put action into the nouns; use verbs

Types of pictures
Picture of exact item
Picture to illustrate process or concept 
Chart/graph/map
‘Mood’ picture 

General guidelines
Don’t distract the audience with an abstract picture
Support, don’t hide content
Differentiate content from ads
Avoid blinking, rolling ads
Don’t make people wait for Flash/animation
Use animation only when absolutely necessary
In pictures of people, show diversity

Break into sections with bold headings
Use short paragraphs, lists, bullets, graphics
Give relevant links to additional information
Indicate persons to contact, email, etc.
Press Releases

Thank you!

Letting go of the words – an overview

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