This document discusses 5 myths about web content and provides realities to dispel those myths. It addresses that people scan web content rather than read, content should help visitors accomplish tasks, visitors want answers to their questions rather than being told a story, jargon and technical language should be avoided, most visitors will scroll so important information doesn't need to be at the very top, white space improves readability, search engines have changed how people browse so topic pages may be more important than the homepage, and navigation should be clear and obvious like a GPS rather than a folded map.

1. 5 Myths of Web Content

2. What is content? Navigation, articles, captions, titles, links Anything and everything that provides the visitor with information and enhances the user experience.

3. Myth:People read on the web.

4. Reality:They scan. Website visitors read only 20 to 28 percent of content.

5. Concise Content Required Your website content should help the visitor DO something. Create good headlines. Get to the point. Put important information at the top. Scannable, task-driven, easy to read (bulleted lists, numbered steps) Ask yourself: Is this something I’d want to read? “So the writer who breeds more words then he needs, is making a chore for the reader who reads.” – Dr. Seuss

6. Is the long word better? Don’t dialogue with someone you can talk to. Don’t interface with anybody. –braintraffic.com Assistance Numerous Facilitate Sufficient Attempt Referred to as Help Many Ease Enough Try Called

7. Myth:Your visitors know as much as you.

8. Reality:Visitors want answers. It’s not about the story you want to tell – It’s about what the user wants to know.

9. OMW to Jargonland Jargon in navigation Program Titles Technical Language Abbreviations Ask yourself: Would someone who walked into your office understand this?

10. Myth:Users won’t scroll.

11. Reality:Don’t squeeze the fold. 76 percent of visitors will scroll. 22 percent go to the bottom, no matter the length.

12. The fold is not a stress ball Visually the top of your page should be inviting; not overwhelming Images Navigation Use good headlines and subheads Important, engaging information at the top Ask yourself: Does the content at the top tease me enough to scroll?

13. Myth:White space is wasted space.

14. Reality:White space improves readability. White space improves reading comprehension.

15. Friend Request: Whitespace Short, scannable paragraphs Titles, headings and subheads Bulleted lists Paragraph spacing Use photos and graphics appropriately Ask yourself: Does the copy length seem intimidating and time-consuming?

16. Myth:Your homepage is the most important page.

17. Reality:Search engines have changed browsing. Visitors are more likely to enter your website on a topic page.

18. No Assumptions Your homepage is important Clear, concise, understandable navigation Abbreviations User experience Ask yourself: Would you understand information on the page if you hadn’t been to the homepage?

19. Navigation:Think GPS not folded map. “Poor navigation makes us think. Better navigation makes us think less. Great navigation is so obvious we don’t have to think at all.”

20. The folded map Multiple navigation with duplicate or conflicting links. Vague links or links that don’t go anywhere. No navigation on page, forcing use of back button to get out. Not linking directly to the item named. Active links to the current page. Current page is not indicated. Navigation that reflects the organization’s structure rather than a classification that is meaningful to users.

21. The GPS All pages have at least basic site navigation. The navigation indicates the current page. Meaning of link text is clear and each is unique. All links go somewhere specific and unique. Navigation is organized by product or service offered, not organization’s structure.

22. Questions?Twitter: AgrilifeAmyamy.wells@tamu.edu