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People read differently on the web—unlike when they are reading a book from cover to cover. Users don’t read everything word for word on a website. Below are some tips on how to develop bite-sized content that is both compelling and easy to skim and scan.
The length of your copy depends on the purpose of the page and your overall message, but a minimum of 300 words is a good rule of thumb for SEO purposes. Share interesting, relevant information that will be of value to your audiences. Statistics, research, and quotes are effective ways to add substance to your copy. Make the content easy to read by breaking it up into bulleted lists or by using subheadings.
Speak the same language as your audience. Avoid using internal jargon. If your audience is more technical, then you can use technical language in your content. But otherwise, stick to simpler language that will resonate with a broader audience.
Most website content should be more conversational than formal. Be authentic. Write as if you were having a one-on-one conversation with the reader.
Write in first and second person—”we” and “you” instead of “School of Kinesiology” and “undergraduate student.”
Provide stories and images of real-life examples of real students, faculty, research, courses, and alumni. Give site visitors a snapshot of what is really happening in your school/department and on campus.
What do you want your audience to do? Apply today. Get Involved. Learn more. Let them know what they can do next.
Start each paragraph with the main point or conclusion in the first one or two sentences. Then go on to explain it. By doing this, you allow your readers to skim your entire article and get an overview by simply reading the first few sentences.
Well-composed headings at the beginning of each section will help your readers to skim and scan the entire page looking for points of interest.
Use action words and write active sentences and headlines; the passive voice takes the punch out of your message.
The use of links is a major difference between writing for the web and writing for print publications. Writing content based on a well-developed information architecture (site structure) will help you provide links to relevant information and avoid frustrating your readers with a site that’s either overly repetitive or too vague.
Have a proofreader or a colleague who has not previously seen the material review your content. Spelling errors and typos can reflect poorly on your organization, especially in a university setting.
Incorrect or out-of-date information is useless to users and wastes their time. Double-check phone numbers, statistics, dates, titles, addresses, and link URLs for accuracy before you post your content.
In general, when developing your content keep your site’s hierarchy in mind:
Document what sections of your site need to be updated regularly, when and how they will be maintained, and who is responsible for them.
