This document provides guidance for writing web content that is brief, scannable, and focused on the user. It discusses how web users have short attention spans and are looking for specific information. Recommendations include using headings, lists, and single-idea paragraphs. Keywords should be highlighted and links used judiciously to provide relevant external sources. The goal is to answer the questions "What?" and "Why?" for the user by creating concise, straightforward content with a clear purpose. Examples demonstrate how to effectively condense information for online readers.

1. Writing for the Web
Dr. Gerald R. Lucas

2. This is not your standard
college writing.

3. Web Users
Lean forward
Are on a specific mission
Are busy and impatient
Don’t read, but scan
Are more specialized
Are selfish and self-centered
Expect “actionable content”

4. Usability Strategies
Write for a minimum — cut text in half
Use headings and subheadings
Use bulleted lists
Develop one idea per paragraph
Highlight keywords — bold is nice
Use English, not “marketese” or “academicese”
Do your homework — link out

5. Focus on Two Question s
What? (what’s the page’s function?)
Why? (what’s in it for them?)

6. Writing Should Be
Brief
Precise
Active
Imaginative
Direct
Consistent
Aware
Concise

7. Example 1
Nebraska is filled with internationally recognized
attractions that draw large crowds of people every year,
without fail. In 1996, some of the most popular places
were Fort Robinson State Park (355,000 visitors), Scotts
Bluff National Monument (132,166), Arbor Lodge State
Historical Park & Museum (100,000), Carhenge (86,598),
Stuhr Museum of the Prairie Pioneer (60,002), and
Buffalo Bill Ranch State Historical Park (28,446).

8. Example 2
In 1996, six of the best-attended attractions in Nebraska
were Fort Robinson State Park, Scotts Bluff National
Monument, Arbor Lodge State Historical Park &
Museum, Carhenge, Stuhr Museum of the Prairie
Pioneer, and Buffalo Bill Ranch State Historical Park.

9. Example 3
Nebraska is filled with internationally recognized attractions
that draw large crowds of people every year, without fail. In
1996, some of the most popular places were:
Fort Robinson State Park (355,000 visitors)
Scotts Bluff National Monument (132,166)
Arbor Lodge State Historical Park & Museum (100,000)
Carhenge (86,598)
Stuhr Museum of the Prairie Pioneer (60,002)
Buffalo Bill Ranch State Historical Park (28,446).

10. Example 4
Nebraska has several attractions. In 1996, some of the
most-visited places were Fort Robinson State Park
(355,000 visitors), Scotts Bluff National Monument
(132,166), Arbor Lodge State Historical Park & Museum
(100,000), Carhenge (86,598), Stuhr Museum of the
Prairie Pioneer (60,002), and Buffalo Bill Ranch State
Historical Park (28,446).

11. Example 5
In 1996, six of the most-visited places in Nebraska were:
Fort Robinson State Park
Scotts Bluff National Monument
Arbor Lodge State Historical Park & Museum
Carhenge
Stuhr Museum of the Prairie Pioneer
Buffalo Bill Ranch State Historical Park

12. Avoid blah-blah text.

13. WordPress
Make it actionable — take advantage of the Web
Do your homework — show credibility
Use an original, specific title — think keywords
Have a specific point and get to it — summary
Preview your entries — know what it will look like
Use appropriate category and tags
Proofread and revise

14. Example
Jakob Neilson “Low-Literacy Users: Writing for a
Broad Consumer Audience.”

15. “Link unto others’ good stuff
as you would have them link
unto your good stuff.” —Jeff
Jarvis

16. Links
Are “actionable content”
Attract the reader’s eye
Show credibility
Must be relevant
Break down the linearity of the text
Must work — check them for accuracy

17. In Summary
Know your users
Practice usability — “actionable content”
Avoid “academic” writing
Avoid blah-blah words
Cut your prose in half
Know what and why

18. References
Carroll, Brian. Writing for Digital Media. Routledge,
2010.
Nielson, Jakob. Use It. http://www.useit.com/