Writing for the web

Users scan rather than read web pages

Web users tend to spend very little time reading most web pages. Instead they scan for information that is of direct interest to them. Users typically will print longer pages to read 'offline' from paper. So it's important to keep messages short, use short paragraphs, lists and links.

Users are skittish

Don't imagine that people will read your pages from top to bottom, or that they will faithfully follow your links in the correct order. Most web users have several windows open at the same time and jump about from site to site reading chunks of each.

Users often don't make the best choice

Users often choose the first reasonable option rather than scan the page, consider all of the available options and choose the best one. So, it's important that options are presented clearly and that users can understand what each option will give them.

Don't rely on instructions

Faced with any sort of technology, very few people take the time to read instructions. Instead, we forge ahead and muddle through. Therefore, it is important not to rely on instructions to guide users. The site should speak for itself.

Get it right!

The web is full of inaccurate information, propaganda and opinion. Take the trouble to check your facts and your site will stand out.