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Writing for the Modern Web

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flic.kr/p/aHV47t Writing for the Web David Lee King | Rebecca Blakiston | Elaine Meyer


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t n e t n o C $ $ $ images videos words


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t n awe nte so m Co e ! $ $ $ images videos words


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Resp ent t onsn o ibCli i ty $ images videos words $ $


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so let’s improve our words


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the Problem(s)


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#1 we’re not writers


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General Reference Center:
 A general interest database that integrates a variety of sources in one easy-to-use interface. Use General Reference Center to find articles from magazines, reference books, and newspapers, many with full-text and images.


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28 seconds # to grab a reader’s attention


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People Product Process


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the People


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know your customers


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know your customers


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flic.kr/p/eo52B3 Have a focus


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know your staff, too


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the Product


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words are a product


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flic.kr/p/5qtj4r focus
 on the 
 right things


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the Process


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flic.kr/p/o6B7TP titles!


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wikipedia


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flic.kr/p/rrtaDX use
 images


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know speling errores


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e it s b e w re-use
 Facebook content r te it w T


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where to start?


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flic.kr/p/qfMsoQ have fun!


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Writing for the web Elaine Meyer www.mcls.org uxlibrarian@gmail.com www.uxlibrarian.com Internet Librarian October 27, 2015 Monterey, California


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Why is writing for the web different? Reading from a computer screen is: • tiring to your eyes • 25% slower than print reading. People are less likely to read long pieces of text online then in print. Jakob Nielsen: http://www.nngroup.com/articles/why-web-users-scaninstead-reading/


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How do people read online? They don’t! Instead, they: • skim, scan and select • browse before diving in • read a little at a time, mostly in short bursts • grab what they need and get onto their goal.


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Less is more Less content • is easier to manage • is more user-friendly • costs less to create


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Planning your web content Web content is useless unless it supports: 1. A key business objective such as: • Promotes events & training classes • Encourages citizens to become patrons 2. Users in completing a task • Search catalog for an item • Find a study room • Library hours/directions • How long can I keep my book?


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Questions before writing Before you write anything, ask yourself: • Why am I creating this page? • Who am I talking to? • What is my main message? • Does the user need it? • What do I want the user to do after reading it? Every page must have a clear purpose!


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Content accessibility Content is truly accessible only if it can be used by people with disabilities. Patrons with disabilities must be able to use everything: • Links • Buttons • Form controls • Images • Etc


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Use descriptive link text Not descriptive: To complete the online Reserve Form, click here. Descriptive: Complete the online Reserve Form. Never use “Click here” to describe a link • “Click here” is not descriptive for screen readers • Links are given extra weight by search engine spiders, so avoid “Click here”.


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Human readable URLs Not descriptive: http://www.michigan.gov/libraryofmichigan/ 0,2351,7-160-50206_18637_18649-2090--,00.html Descriptive: http://www.michigan.gov/libraryofmichigan/ accessibility_policy


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Button labels • Keep button labels short and action oriented. • Avoid ‘Go’ or ‘OK’ as button labels. Instead, use the appropriate verb or phrase, such as ‘Submit’ or ‘Give feedback’.


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Alert users of outside content Adobe PDF Microsoft Word Microsoft Excel PowerPoint Open in a new window


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Contrast Color picker tool: ColorZilla for Firefox Color Contrast Checker: WebAIM http://webaim.org/resources/ contrastchecker/ Both size texts failed the contrast checker for the search button


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Red/green color blindness Use labels instead: Don’t use color as the only indication of what to do!


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AVOID USING ALL CAPS Caps are: • Difficult to read • Portray shouting • Relay urgency This includes navigation items like menus, footer, buttons, etc


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Left-align text Instead of this: Try this:


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Images – text equivalents Text information MUST be provided for web content that is not textual. Non-text items include: • Images • Image buttons • Charts/graphs • Audio files • Multimedia files that include both audio and video


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Images – text equivalents <alt> attribute: every image must have valid ‘alt’ text Why use the “alt” attribute (commonly known as “alt text”)? • Provides text equivalent for blind users • Indexed by search engines • Can add additional information for the user alt="Find it for FREE” alt= “Gale LegalForms - Find it for FREE”


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Images that don’t convey information What type of images don’t convey information? • Spacer images • Design images • Background images Use null alt text: alt=““ (alt=quote quote with no space in between)


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User assistance (help!) Indianapolis Public Library Wayne State University Libraries Kent District Library Purdue University Libraries


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Go back and check your work Check your work: • before you publish your stuff • after you see it online • again next week (the article will be different the next time you look). Keep asking yourself: • Is this clear? • Is there a simpler way to say this? • Is there a shorter way to say this? • Is this even necessary?


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