Editing Content

Less is More

We know from research that people do not read on the web.  We also don't come in through the front door.  We usually land somewhere on the website based on an internet search (via Google, Bing, etc.), which means we are looking for something.  Content providers need to help people get to the content they are looking for.

Web pages should be self-evident. Obvious. Self-explanatory. If we have to explain what we want people to do when they land on our page, we are doing it wrong.

Web pages need to employ scannable text, using

  • highlighted keywords (hypertext links serve as one form of highlighting; typeface variations and color are others)
  • meaningful sub-headings (not "clever" ones)
  • bulleted lists
  • one idea per paragraph (users will skip over any additional ideas if they are not caught by the first few words in the paragraph)
  • the inverted pyramid style, starting with the conclusion
  • half the word count (or less) than conventional writing
  • High quality images and content
  • Outbound links that confirm or establish credibility

 

Users detest "marketese"; Web users are busy: they want to get the straight facts. Also, credibility suffers when users clearly see that the site exaggerates.

Titles and link text should be exquisitely clear, brief and succinct.

Preaching and "Happy Talk" should be avoided.  Assume visitors want what we are offering.

Editors need to know or learn how to mark up different parts of your content accordingly using headings, lists and such, the proper way, and, very importantly, write good and descriptive link texts. Example:

Click here to learn more about Project Wild. (DO NOT DO THIS!)

Learn about Project Wild. (THIS is okay)

Sample Editing Exercise

Sample pages are available for you to practice editing content.

Things to consider:

  • The purpose and goal of the page
  • The intended audience and their objective
  • How could the pages be improved to enhance user success at achieving both their goal and those of the page.

Things to remember about the way WE use the web:

  • We are usually in a hurry.
  • We don't read, we scan.
  • We expect things to work like other conventional websites.
  • If it's hard or complicated, we often give up and hit the back button.

 

If you will be doing editing on a regular basis, I highly recommend reading Steve Krug's Don't Make Me Think, A Common Sense Approach to Web Usability. I have a couple of copies to loan if needed. Just email me.

Additionally, this is a great resource, especially the chapters on Writing Web Content and Content Organization:

http://guidelines.usability.gov/