Writing Web Content

Content is the most important part of a Web site. If the content does not provide the information needed by users, the Web site will provide little value no matter how easy it is to use the site.

When preparing prose content for a Web site, use familiar words and avoid the use of jargon. If acronyms and abbreviations must be used, ensure that they are clearly understood by typical users and defined on the page.

Minimize the number of words in a sentence and sentences in a paragraph. Make the first sentence (the topic sentence) of each paragraph descriptive of the remainder of the paragraph. Clearly state the temporal sequence of instructions. Also, use upper- and lowercase letters appropriately, write in an affirmative, active voice, and limit prose text on navigation pages.

Avoid Jargon

Guideline: Do not use words that typical users may not understand.

Comments: Terminology plays a large role in the user's ability to find and understand information.

To improve understanding among users who are accustomed to using the jargon term, it may be helpful to put that term in parentheses. A dictionary or glossary may be helpful to users who are new to a topic, but should not be considered a license to frequently use terms typical users do not understand.

Use Familiar Words

Guideline: Use words that are frequently seen and heard.

Comments: Use words that are familiar to, and used frequently by, typical users.

Define Acronyms and Abbreviations

Guideline: Do not use unfamiliar or undefined acronyms or abbreviations on Web sites.

Comments: Acronyms and abbreviations should be used sparingly and must be defined in order to be understood by all users. It is important to remember that users who are new to a topic are likely to be unfamiliar with the topic's related acronyms and abbreviations. Use the following format when defining acronyms or abbreviations: Physician Data Query (PDQ). Acronyms and abbreviations are typically defined on first mention, but remember that users may easily miss the definition if they scroll past it or enter the page below where the acronym or abbreviation is defined.

Use Abbreviations Sparingly

Guideline: Show complete words rather than abbreviations whenever possible.

Comments: The only times to use abbreviations are when they are significantly shorter, save needed space, and will be readily understood by typical users. If users must read abbreviations, choose only common abbreviations.

Use Mixed Case with Prose

Guideline: Display continuous (prose) text using mixed upper- and lowercase letters.

Comments: Reading text is easier when capitalization is used conventionally to start sentences and to indicate proper nouns and acronyms. If an item is intended to attract the user's attention, display the item in all uppercase, bold, or italics. Do not use these methods for showing emphasis for more than one or two words or a short phrase because they slow reading performance when used for extended prose.

Limit the Number of Words and Sentences

Guideline: To optimize reading comprehension, minimize the number of words in sentences, and the number of sentences in paragraphs.

Comments: To enhance the readability of prose text, a sentence should not contain more than twenty words. A paragraph should not contain more than six sentences.

Limit Prose Text on Navigation Pages

Guideline: Do not put a lot of prose text on navigation pages.

Comments: When there are many words on navigation pages, users tend to rapidly scan for specific words or begin clicking on many different links, rather than reading the text associated with the links.

Use Active Voice

Guideline: Compose sentences in active rather than passive voice.

Comments: Users benefit from simple, direct language. Sentences in active voice are typically more concise than sentences in passive voice. Strong verbs help the user know who is acting and what is being acted upon. In one study, people who had to interpret federal regulation language spontaneously translated passive sentences into active sentences in order to form an understanding of the passages.

Make First Sentences Descriptive

Guideline: Include the primary theme of a paragraph, and the scope of what it covers, in the first sentence of each paragraph.

Comments: Users tend to skim the first one or two sentences of each paragraph when scanning text.