The document provides tips for writing effective web content, including using active voice, choosing impactful nouns and verbs, defining a clear voice and tone, using short sentences and paragraphs, adding headings to organize content, employing bulleted and numbered lists, focusing on essential messages for the intended audience, removing unnecessary words, and simplifying language. The document encourages writing in a way that is easy to understand by cutting content and focusing on the key points.

1. OCTOBER 27, 2015
WRITING FOR
THE WEB
REBECCA BLAKISTON
INTERNET LIBRARIAN

2. Write like you talk
try reading out loud

3. Relax and have fun with it
"Do better research. (And, maybe, get a better grade)."
"Write and cite like a pro."
"We're here to help!"

4. Two pages of the passive voice - just
about any business document ever
written, in other words... make me want
to scream. It's weak, it's circuitous, and
it's frequently tortuous, as well.
Stephen King

5. Use active voice
Library cards can be
renewed....
These statistics have been
gathered...
Customers are advised...
Renew your library card...
We gathered these
statistics...
We advise you...

6. Pick nouns and verbs wisely
The context of events led to
new collective thinking
about future processes.
The creative culture of the
organization leads to the
ability to move forward
quickly on technological
initiatives.
Our librarians are creating
better ways to get work
done.
Staff members are creative,
making it easy to move
forward quickly on
technological initiatives.

7. Define your voice and tone
Reassuring, but not paternalistic.
Inspiring, but not cheerlead-y.
Fun, but not cheeky.
Academic, but not highbrow.

8. Pick a succinct, meaningful title
Patron-Driven Acquisitions
(also known as On-Demand
Information Delivery)
Interlibrary Loan, Document
Delivery, and Express
Retrieval Services
Getting books at your
request
Get books and articles you
need, when you need them

9. Keep sentences and paragraphs short
Paragraphs no more than three
sentences or six lines.
Sentences no more than 25
words.
A paragraph can be just one
sentence.
recommends
Ann Handley,
Everybody Writes

10. Use headings to organize content

11. Use the power of parallelism
Improve your research skills
Finding sources in your
discipline
Grant funding searching
Improve your research skills
Find sources in your discipline
Search for grant funding

12. Use tables for related content

13. Use bulleted lists for items and options

14. Use numbered lists for instructions

15. But use instructions sparingly
Avoid saying:
Fill out the form below.
To navigate this website...
To use this web page...

16. As well as other unnecessary things
Avoid saying:
In this article...
In this blog post...
On this web page...

17. Cut. Cut.
Cut again.

18. Focus on essential messages
Know your audience.
Define call(s) to action.
Only include content that meets
user and organizational goals.
Put key messages first.

19. No one will ever complain that you've
made things too simple to understand.
Ann Handley

20. Remove unnecessary adverbs
Very large
Very small
Argue strongly
Huge
Tiny
Insist

21. Remove redundant adjectives
Our strategic plan is
innovative, creative,
and forward-thinking.
Our strategic plan
is breaking new
ground.

22. Simplify
Use
For
To
Except for
When
Called
Although
Utilize
To ensure
In order to
With the possible exception of
At which time
Referred to as
In spite of the fact that

23. QUESTIONS REBECCA BLAKISTON
@BLAKISTONR
BLAKISTO@EMAIL.ARIZONA.EDU