When writing for the web we must write for the user. People read differently online. A web user typically scans for information. Our Yellow Jackets will visit your page expecting to find that information easily and fast. Our goal is to have content on our page that adds value and educates our readers which will boost our traffic and engagement.
FORMATTING
- Use clear headlines and subheads.
- Use bullets and numbered lists, but not multilevel lists.
- Don’t use double space after a period, a question mark, or an exclamation point.
- Sentence case is much easier to read than uppercase. To emphasize an important point, use bold.
- Images, diagrams, or multimedia should reinforce the text on your page.
- Avoid thin/buried content: Don’t create a page for just one paragraph and, minimize the effort it takes users to find information.
- Chunk your content.
Example 1
The client wants to announce a scholarship. This content will only be on the homepage until the application deadline. Text in bold would be hyperlinks.
Original Text
The Roy and Zou Feagin Scholarship Fund was established by L. Henderson Feagin in loving memory of his parents. This fund was created to award scholarships to undergraduate students at the Georgia Institute of Technology who have a documented disability through the Office of Disability Services according to the Americans with Disabilities Act (ADA). Each year the Office of Student Financial Aid and Scholarship and Disability Services Program collaborate to select recipients. For the 2022-2023 academic year, up to two scholarships may be awarded.In awarding the scholarships, preference is given to undergraduate students who meet the following criteria: 1) at least a 2.0 GPA on a 4.0 scale 2) show leadership qualities 3) demonstrate financial need. If you meet these criteria, we invite you to apply for the Roy and Zou scholarship by submitting a completed application via email to dsinfo@gatech.edunolater than Friday, September 16th, 2022 at 5:00 pm. Be sure to include the words “Roy and Zou Feagin Scholarship” in the subject line of the email. To request an application or if you have questions, please contact the Office of Disability Services at 404-894-2563 or by email at dsinfo@gatech.edu
Text for Web
The Roy and Zou Feagin Scholarship Fund awards scholarships to undergraduate students at Georgia Tech who have a documented disability through the Office of Disability Services according to the Americans with Disabilities Act (ADA). For the 2022-2023 academic year, up to two scholarships may be awarded.
Preference is given to undergraduate students who meet the following criteria:
- at least a 2.0 GPA on a 4.0 scale
- show leadership qualities
- demonstrate financial need
Contact us at 404-894-2563 or at dsinfo@gatech.edu to request an application, for submission details, and if you have any questions.
Application deadline: Friday, September 16th, 2022, at 5:00 pm.
EXAMPLE 2
Original Text
Customer service office will be closed Monday afternoon, July 18th beginning at noon. This is due to staffing shortages. Customers requiring a permit may pay to park in any campus visitor lot Monday afternoon. Questions may be directed to support@pts.gatech.edu and for immediate assistance, customers may contact 404-385-7275. Normal operations will resume Tuesday, July 19th.
Text for Web (Text in bold would be hyperlinks.)
Notice of Temporary Office Closure
Due to staffing shortages our Customer Service office will be closed Monday afternoon, July 18th beginning at noon. If you need a permit, you may pay to park in any campus visitor lot. For questions, please contact us at support@pts.gatech.edu. For immediate assistance call us at 404-385-7275. Normal operations will resume Tuesday, July 19th.
USER FRIENDLY CONTENT
- Use plain language.
- Be concise.
- Keep paragraphs short and avoid long, cluttered sentences.
- Omit unnecessary and instructional words.
- Use active voice.
- Use pronouns. The user is “you.” The GT unit is “we.” This creates cleaner sentence structure and more approachable content.
- Check for typos/grammatical errors.
- Don’t repeat content on the same page even if it’s a call to action.
- Make links count with descriptive keywords.
- Do not copy content from other GT or not GT websites. Provide a link to the original source.
EXAMPLE 3
This is FAQ is on the Leading Edge site. The text in bold would be hyperlinks.
Original Text
How do I apply?
To access the Leading Edge application, click here. We also accept referrals so if you know a student that would benefit from one-on-one leadership coaching simply fill out the referral form and we will send him/her more information regarding the program along with application details.
Text for Web
To apply visit our One-On-One Leadership Coaching webpage. If you know a student that would benefit from our program, please fill out the referral form and we will send him/her more information.
EXAMPLE 4
Using the information of a Robert C. Williams Museum of Papermaking I’ve created a hypothetical scenario where tickets need to be bought. For this example, I’m only using the first information found on their website. The text in bold would be hyperlinks.
Don’t Write
BUY YOUR TICKETS TODAY HERE!
Where: Robert C. Williams Museum of Papermaking
What: A Community of Artists: African American Works on Paper from the Cochran Collection
When: August 5 - December 2, 2022
A Community of Artists: African American Works on Paper from the Cochran Collection showcases fifty 20th century artists. These works on paper illuminate the ways in which artists’ work and lives were in communication with one another and the larger art world.
For more information, please read below. Ticket prices at the end of the page. You may email us at xxxx or call us at xxx if you have any questions.
LAST DAY TO VISIT IS DECEMBER 2, 2022!
BUY YOUR TICKETS HERE!
Text for Web
Robert C. Williams Museum of Papermaking
A Community of Artists: African American Works on Paper from the Cochran Collection
August 5 - December 2, 2022
A Community of Artists: African American Works on Paper from the Cochran Collection showcases fifty 20th century artists. These works on paper illuminate the ways in which artists’ work and lives were in communication with one another and the larger art world.
Buy Tickets