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Developing: Content

The purpose of your Web site content should be to inform and satisfy the reader. If you succeed in that, your support calls and complaints can be minimal. To see those results, you need to provide content that is written for the user and for the device used to display (or read) it, this could be a computer monitor or a hand held device.

• Writing for the Web
• Writing for search engines
• Editing content for the Web
• Organizing content for the Web
• Distinguishing content for the Web

Writing for the Web

The most important thing to know about writing for the Web is that users are impatient.

What readers do

• Users scan text, they do not read word for word.
• Users remember content when it is broken up into smaller paragraphs.

Do's

• Write concisely.
• Write for your audience.
• Use words that are simple and easy to understand.
• Get to the point.
• Write text that's easy to scan.
• Write in an objective style, rather than promotional.

Don'ts

• Don't write in a marketing (promotional) style.
• Avoid using long paragraphs.
• Avoid large words, "buzz" words and jargon.

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Writing for search engines

Why would I write for a search engine?

Carefully written text is a main component to boosting your search engine ranking. Titles and specific keywords within the content is what search engines look at when ranking your site. But a search engine crawler is NOT going to know the difference between a title and a paragraph if correct markup is not followed.

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Editing content for the Web

The quality, style and voice of the words on your Web page affect visitor's perception of your organization.

Do's

• Look for clarity and flow.
• Look for language consistency.
• Keep the content in one voice.
• Proof the content.

Don'ts

• Avoid using jargon and acronyms if possible.
• Don't rush through the editing process.

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Organizing content for the Web

Having the best content on your Web site, won't matter if it's not easily found. Users commonly look for content by keyword search, browsing the Web site or clicking to it from another Web site.

You have discretion in how you choose to link text in the body of the Web pages you construct. It is important to look for key words and phrases within the site text that can be cross-linked to relevant content within or outside of the Web site.

Do's

• Use meta data to provide accurate key words on the topic.
• Promote new content on the Web site home page and the main section the content is in.
• Partner with other Web sites to provide links to your content from their sites.
• Provide cross linking to other relevant sections of your Web site or another site.
• Add a glossary to the Web site and link to it when necessary.

Don'ts

• Don't leave outdated content on a Web site.
• Don't add a link to the home page or main section without having a permanent location for the content.
• Avoid publishing content in alternative formats that would require a plug-in or application to read it. (Example: PDF, Word, Excel)

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Distinguishing content for the Web

To get users to read (or scan) your content, highlight the important items such as the title, keywords, main points of interest, etc. Develop your site for various displaying capabilities and people.

Do's

• Use correct markup on the Web page to distinguish titles, paragraphs, lists, quotes, etc.
• Use style sheets to control style presentation.
• Use images or icons in addition to text to attract attention.
• Use universal wording, symbols, images and icons for common actions.

Don'ts

• Avoid using deprecated HTML tags such as "blink," "font," "color" and "size."
• Avoid using images for titles.
• Don't use one single method like color, sound or images to indicate importance. This inhibits your readers with disabilities.

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