Secrets of Good Web Writing
An effective Web site requires both good writing and good use of links. The following guidelines summarize our recommendations for writing effectively for the Web.
Core pages should be written (or rewritten) for linking.
Divide a file's core content into unique chunks. Write each piece of information only once, and then place links to it wherever you need them.
Use proven techniques from journalism: put the most important information at the top of the page (the "lead"), so it's visible without scrolling, "above the fold.”
As you maximize content, minimize fluff; be concise, snappy, brisk.
The basic unit of composition remains the paragraph. As Gertrude Stein once said, "The paragraph is the emotional unit of the English language."
In contrast to the core pages, supplementary pages can be as long or short as needed. A visitor who is interested in background, detail, and minutiae will be willing to scroll for it. Such pages may have material from other sources that should not be restructured for reasons of copyright.
Remove linear-file transitions, including spatial ("below") or chronological ("this week") references. Instead, date each major chunk; if appropriate, also give other information about its status.
Maximize your visitors' control.
Write headlines and subtitles that your visitors can easily skim.
Further promote skimming by using fields to provide summaries and abstracts of each page.
Protect your visitor's train of thought: use detailed links (perhaps with titles and summaries of the linked pages) to let visitors decide beforehand whether or not they want to traverse each link.
Carefully consider the end of each page, and add connecting links there if appropriate: where might your visitors want to go next?
Remove phrases such as "click here" that refer to mechanics: just make links from the content-oriented words themselves.
Provide a rich, appealing file.
Use graphic elements (images, colors, shapes) to reinforce the tone or style of your Web site.
In choosing graphic elements, respect your visitor's time and technology constraints.
Include full copyright information and contributors' names.
When you provide links to other Web sites, take time to link directly to the exact page you want your visitors to see. Periodically check all Web links to make sure they are still functioning.
Let the file structure speak for itself. Instead of writing, "This file is intended to…," dive into the content.
Solicit feedback: include feedback received so far, or known anomalies, or suggestions for future work.