Website Usability

Important details that you should consider when writing for the Web

When you're browsing the Web for information, you're coming across variously structured pages. Some contain the exact information that you need, while others are full of details that prove to be inconclusive. The rule of thumb when writing for the Web is to keep the information well structured, and to respect some basic, very simple directions. Failure to do so will result in web users never attempting to access your web page again.


In 1997, John Morkes and Jakob Nielsen have conducted a study to determine the way users read various texts on the Web. Their conclusion was that people tend not to read the text thoroughly, but they scan it instead. They browse through it, looking for the relevant information at the surface.

Web users are people that want to find information as quickly as possible. They seem to prefer short, right-to-the-point pages, and factual information to the overcharged, insipid and sometimes incomprehensible (due to the hyped language) "marketing fluff" that characterizes most of the writings that populate the Web nowadays.

The quality, credibility and relevance of the information are of utmost importance. Failure to satisfy any of these needs will determine users to never access a web page that has not provided concise, scannable and objective information.

In support of the above, the following paragraphs will attempt to cover some of the most important details that you should consider when writing for the web.

Sections

Since scanning is the universally accepted norm for web texts, do try to make your text short, or, if not possible, split it into sections/chunks with relevant headings and subheadings. Web users are usually in a hurry. They need bite-size information, and fast. Help them and you will also do yourself a favor.

Headings and Subheadings

The first heading on the page is the most important. It tells the reader why the text is worth reading.
The next headings that you use must have more of an objective value than a stylistic one. They should sum up the content of the corresponding paragraph or sub-paragraph.

Bulleted and Numbered Lists

The purpose of the bulleted lists should be to make information more obvious. It also contributes to reducing the amount of text on the web page and improves scannability. Information that is obvious is easier to remember.

For example (See our Usability Evaluation Services):

The usability concept
A usable sales website is one where:
• Your visitors can easily find what they are looking for;
• Your answers to frequently asked questions are helpful and easy to locate;
• Your ordering system is easy to use and intuitive;
• Your visitors feel comfortable trusting you, the company that operates the website.

Tables

A table that contains relevant results of a study, for example, can be useful. It draws the reader's attention and also adds to the scannability of the text. Tables of contents are also useful, since they give users the opportunity to see right from the beginning if the information that they are looking for could be found in the text.

Captions

When you write for Web users, include pictures, tables, flowcharts, or diagrams in the page structure to support the text. Make sure that you also insert captions that identify the illustrations or table. Remember though that illustrations need captions only when the context is not clear enough.

Links

Use links to support the text's credibility. According to the nature of the text on your web page, you could provide links to glossaries that explain certain terms and concepts that you use in your text or to resources that you have used.

Nevertheless, refrain from using too many links. Users may think that what they read does not have a significant personal touch, and this will affect the credibility of your text. Avoid using terms such as "Click here" or "follow this link".

If your text is long, or split on several pages, add navigation links to other sections in your text, as this also improves scanning. Always make sure that you have no broken links (either internal or external) and that it is clear enough where the internal links will take the Web user.

Highlighting

If you want to bring something to your reader's attention and add to the scannability of the text, highlighting is a good policy. Highlight only key information-carrying words. Do not highlight entire sentences or long phrases because a reader that scans your page is only able to pick 2-3 words at a time, and larger chunks of highlighted words may become tiresome.

Highlight words by using:

• boldface characters
• italics
• colors
• upper case letters

Next page: Text Content »

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