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    Writing in Web: Inverted Pyramid Credibility Can Be Increased

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    1. Effective writing for the web should be succinct, scannable, and objective rather than promotional. It should utilize keywords, headings, bullet points, and the inverted pyramid structure to break up long blocks of text. 2. User studies show that web users prefer to scan pages rather than read long passages. They want information delivered in digestible pieces with the most important details at the top of pages and articles. 3. When a site improved its writing style to be more scannable, concise, and objective by combining these techniques, usability increased by 124% according to tests conducted by the organization.

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    Writing in Web: Inverted Pyramid Credibility Can Be Increased

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    sergiomanuelrm
    31 views3 pages
    1. Effective writing for the web should be succinct, scannable, and objective rather than promotional. It should utilize keywords, headings, bullet points, and the inverted pyramid structure to break up long blocks of text. 2. User studies show that web users prefer to scan pages rather than read long passages. They want information delivered in digestible pieces with the most important details at the top of pages and articles. 3. When a site improved its writing style to be more scannable, concise, and objective by combining these techniques, usability increased by 124% according to tests conducted by the organization.

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    Writing in Web

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    1. Effective writing for the web should be succinct, scannable, and objective rather than promotional. It should utilize keywords, headings, bullet points, and the inverted pyramid structure to break up long blocks of text. 2. User studies show that web users prefer to scan pages rather than read long passages. They want information delivered in digestible pieces with the most important details at the top of pages and articles. 3. When a site improved its writing style to be more scannable, concise, and objective by combining these techniques, usability increased by 124% according to tests conducted by the organization.

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    31 views3 pages

    Writing in Web: Inverted Pyramid Credibility Can Be Increased

    Uploaded by

    sergiomanuelrm
    1. Effective writing for the web should be succinct, scannable, and objective rather than promotional. It should utilize keywords, headings, bullet points, and the inverted pyramid structure to break up long blocks of text. 2. User studies show that web users prefer to scan pages rather than read long passages. They want information delivered in digestible pieces with the most important details at the top of pages and articles. 3. When a site improved its writing style to be more scannable, concise, and objective by combining these techniques, usability increased by 124% according to tests conducted by the organization.

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    of 3

    Writing in web

    1. Promotional writing wont be read. Long text blocks without images and keywords marked in bold or italics will be skipped.
    Exaggerated language will be ignored.
    2. Avoid cute or clever names, marketing-induced names, company-specific names, and unfamiliar technical names. For instance, if you
    describe a service and want users to create an account, sign up is better than start now! which is again better than explore our
    services.
    3. Use scannable layout (categorize the content, use multiple heading levels, use visual elements and bulleted lists which break the flow
    of uniform text blocks),
    4. Use plain and objective language (a promotion doesnt need to sound like advertisement; give your users some reasonable and
    objective reason why they should use your service or stay on your web-site)
    5. Therefore, we would expect Web writers to split their writing into smaller, coherent pieces to avoid long scrolling pages. Each page
    would be structured as an inverted pyramid, but the entire work would seem more like a set of pyramids floating in cyberspace than as
    a traditional "article". Unfortunately, it is hard to learn this new writing style. I am certainly not there yet myself, as you can see.
    Web pages have to employ scannable text , using:
    6. highlighted keywords (hypertext links serve as one form of highlighting; typeface variations and color are others)
    7. meaningful sub-headings (not "clever" ones)
    8. bulleted lists
    9. one idea per paragraph (users will skip over any additional ideas if they are not caught by the first few words in the paragraph)
    10. the inverted pyramid style, starting with the conclusion
    11. half the word count (or less) than conventional writing
    12. Credibility can be increased by high-quality graphics, good writing, and use of outbound hypertext links . Links to other sites show that
    the authors have done their homework and are not afraid to let readers visit other sites.
    13. Users detested "marketese" ; the promotional writing style with boastful subjective claims ("hottest ever") that currently is prevalent
    on the Web. Web users are busy: they want to get the straight facts. Also, credibility suffers when users clearly see that the site
    exaggerates.
    FUENTE: http://www.nngroup.com/articles/how-users-read-on-the-web/
    The three main guidelines for writing for the Web are:
    Be succinct : write no more than 50% of the text you would have used in a hardcopy publication
    Write for scannability : don't require users to read long continuous blocks of text
    Use hypertext to split up long information into multiple pages
    Fuente: http://www.nngroup.com/articles/be-succinct-writing-for-the-web/
    Users
    When a new visitor approaches a design layout, the first thing he/she tries to do is to scan the page and divide the content area into digestible
    pieces of information.
    On the Web, the inverted pyramid becomes even more important since we know from several user studies that users don't scroll ,(*) so they will
    very frequently be left to read only the top part of an article. Very interested readers will scroll, and these few motivated souls will reach the
    foundation of the pyramid and get the full story in all its gory detail.
    Users prefer to scan rather than read, want text to be short and to the point, and detest overly hyped promotional writing ("marketese"). We
    found improvements in usability for new versions of a site that were either scannable, concise, or objective (rather than promotional) in style.
    When all three writing style improvements were combined in a final version of the site, usability increased 124%. These results prompted us to
    apply the improvements to pages from Sun's website.
    Fuente: http://www.nngroup.com/articles/applying-writing-guidelines-web-pages/
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