Web users generally prefer writing that is concise, easy to scan, and objective (rather than promotional) in style. Incorporate these and other attributes into a redesign of Web content. Doing so, users of the rewritten site reported higher subjective satisfaction and performed better in terms of task time, task errors, and memory. Thus, aim to rework existing Web pages so that they minimize cognitive load and enhance speed and efficiency.
Applying the Writing Guidelines
A common thread between conciseness, scannability, and objectivity is that each reduces the user's cognitive load, which results in faster, more efficient processing of information.
- Concise:
Begin by separating the text using what seems like natural section breaks. Then cut, trying to strike a balance between keeping useful information and making the whitepapers easy and fast to read. Doing so required not only tightening of language, but also cutting of overly detailed information.
- Scannable:
Several changes need to be made to summarize and call attention to important pieces of text. You could add tables of contents and section summaries, as users find them particularly useful. Also include bullets, numbered lists, boldface and colored text to highlight keywords, additional headings, and shorter paragraphs. These changes are relatively easy to make and give the pages a cleaner, more open design.
- Objective:
Remove marketese from the text is not difficult to do. Remove adjectives (e.g., "great" and "overwhelming"), buzzwords (e.g., "paradigm"), and claims that are not supported with evidence. Of course, it may not be possible (or desirable) to remove all promotional writing from a corporate website.