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When creating a Web site, we often we want to start with what we do. The dentist sites are not thinking about how we feel. What we want. Location, cheap, feel safe, experience, friendly.

Content Strategy

Plans for the creation, delivery and governance of useful, usable content.

Content, text and data, graphics, video, animation, audio. Text is the thing we usually focus on, it’s something everyone can do and most useful to users, search engines, etc. Many different kinds of text, page title, keywords, description, links.

We’re not just talking about what it is we’re going to create. We’re answering all of the questions, getting to that master plan that won’t only get us to launch, but will create a lifecycle for the content process. No more launch it and leave it.

Messaging

Is not mission statement, brand promise, tagline. It’s an internal tool used to prioritize content types and choices, keep content consistent, guide design choices and align content owners. Laser-focused. Message types, primary (1), secondary messages (3-6) and 1000′s of details. Details should support primary and secondary message.

Messaging pyramid

In 1 second, user should understand call to action. In 10 seconds user should understand primary message, in 2 minutes user should understand secondary messages. Two minutes might be spend on related-content pages.

Page-Level Content Hierarchy

Site map & page template. First steps to detailing information architecture documentation.

Page tables, are specific wireframe-based content definitions. They include structures, details, implications and questions. Objectives (with source materials and maintenance), key messages (not copy, it’s what we want user to understand), priority 1, 2 and 3.

Across Your Sites

“If your people want to publish your mission statement on your Web site, tell them no.” -Kristina Halvorson

Cross-Channel Consistency

One of the biggest challenges. Create governance plan for what happens when an event or content expires. Will the message need to change? Should you keep the content online?

Mobile devices help you focus not only your interface but your content as well. @lukewdesign & @halvorson #aea

Search is a channel to deliver content via meta page description, but how many organizations have a focus and a plan for this.

Ben and Jerry’s Facebook page is a great example of a major missed opportunity. 21,000+ fans, yet no updates since March 7, 2009.

Social media should be a part of your content strategy.

Moral of The Story

You do have an opportunity to shape experience online. When you try to sell this, and you must have buy-in, rather than handing down from on high, present it like you’re going to give them a really great tool to make their job easier. Don’t make this a rule or a guideline.

The web is a functional, task-oriented place. On the web, we want to find the information we’re looking for quickly. We go to the web to get answers to our questions or to complete specific tasks. Imagine the last time you went to your bank web site. Were you just browsing, or did you have a specific task in mind, such as finding your account balance, or looking at current interest rates?

The web often lacks context

We come to the web to do, and we already have the context when we get to the web site. Print lends itself to length and because print is delivered to the reader, it comes with lots of contextual language.¹ If a visitor comes to your site looking for something specific, and doesn’t find it, they will click the back button and move on to the next site.

Understanding how users read on the web

It’s easy to think writing for the web is similar to writing for print. A first instinct is to obtain the exact text from printed materials and copy and paste it to your web site. If you do this, you should realize users don’t read web pages word for word; they generally skim the contents looking for specific trigger words. To ensure success, web writers must understand how people use web sites and how they read on the web.

Research – how users read on the web

To prove these points, in the summer of 1997, three studies were conducted at the SunSoft usability laboratories in Menlo Park, CA. During the studies, eighty-one randomly selected users ranging from highly-technical to novice were asked to perform various tasks on a number of pre-selected web sites.

The first and second studies were exploratory and qualitative, aimed at generating insight into how users read web pages. The third study was a measurement study aimed at quantifying the potential benefits from some of the most promising writing styles identified in the first two studies.

Conclusions from the studies

The studies concluded that scan-able, concise writing styles made a positive difference in user performance and subjective satisfaction. The studies also showed that 79 percent don’t read web pages as they read print. Instead of reading from beginning to end, they scan the page, looking for words or phrases related to their desired task².

Writing clear and concise web content

Web writers must write clear and concise text using a variety of formatting options. Some of these options include:

• sticking to one idea per paragraph
• writing and using concise sub-headings (which summarize paragraphs)
• using numbered or bulleted lists

It’s also a good idea to get rid of wordy sentences and try to cut the word count to half that of conventional writing. The web isn’t about communicating with long words, and overly descriptive sentences. The web is about communication with speed. Use simple words. For example, use “tried” instead of “attempted.”

Real-life web writing examples

Review the scenarios below. Remember, visitors come to a site to accomplish a task: such as, viewing their checking account balance, or logging in to their college web site to submit an assignment.

In this example, a family physician is trying to find health care reform information for his or her patients. This text was taken from the home page of American Academy of Family Physicians.

Original Version:
With the health care reform debate entering its most critical period, patients across the country are asking their family physician for answers to questions such as — “Which health reform claims are true? Where can I find a bipartisan source for more information? Why are the reform proposals being reviewed by Congress important to me, your patient?” The AAFP has created a one-page information sheet (1-page PDF) that physicians can download and share with their patients.

Rewritten Version:
With health care reform entering a critical point, patients are looking for answers to health care reform questions. Give them answers with the health care reform patient handout (1-pg PDF).

Summary of changes: In this example, sentences were too wordy. The questions a patient might ask were removed. If a physician was seeking this information, he or she has likely encountered the questions already.

The next scenario is a customer of Poplar Bluff Federal Credit Union (PBFCU) who wants to learn more about online banking. This text was taken from the online banking page on the PBCFU web site.

Original Version:
Internet Home Banking – The Credit Union Way
Developed exclusively for FLEX Credit Unions, FLEXTeller is the latest in Internet Banking technology. Accessible through any web Browser, FLEXTeller provides you with real time connection and a secure site in which to view account information. Members may make transfers between accounts, view and download account history, view recent check clearings, view cleared checks and even apply for a loan, all on-line. FLEXTeller gives you access to your financial information 24 hours a day, 7 days a week.

Rewritten Version:
Poplar Bluff Federal Credit Union uses the latest secure technology, so you can feel safe banking online. Using online banking you may:
* Make transfers between accounts
* View and download recent transaction info
* View recent and cleared checks
* Apply for a loan

Summary of changes: In this example, much of text was omitted. Most visitors would have no idea what FLEXTeller is, and because the user is already on the site, there is no need to include, “Accessible through any web Browser.” The list of online banking tasks was split into a bulleted list to improve scan ability. Finally, most people realize the web is 24 hours a day, 7 days a week.

Writing meaningful link names

When linking to files or other web pages, use care not to make the link name, “click here.” Link names should describe what is being linked to and be worked into sentences naturally. Longer link names can be better if they provide relevant contextual information³. Descriptive link names also let the user scan the page to find information they seek, without reading entire sentences or paragraphs. If you’re linking to a document, such as a Word file or PDF, be sure to include the file type in parenthesis after the link name.

Example link names:
Click here for more information about XYZ.
Click here to see the earnings for your school.

Descriptive link names:
Information about XYZ.
View earnings for your school.

References

1. McGovern, Gerry. “How web is different from print.” New Thinking 08 Dec 2008: web. 21 Sep 2009.
2. Morkes, John, and Nielsen, Jakob. “Concise, SCANNABLE, and Objective: How to Write for the web.” Useit.com: Jakob Nielsen’s website. 01 Jan 1997. Nielsen, Jakob, web. 21 Sep 2009.
3. Brinck, Tom, Darren Gergle, and Scott Wood. Usability for the web: designing web sites that work. Illustrated. San Francisco, CA: Morgan Kaufmann, 2002. Print.

Before: As XYZ association keeps tabs on persistent issues with health plans that impede your ability to care for patients, a few have come to the forefront recently. In response, we’ve created new letter templates for our members that should simplify the process of communicating these issues to health plans. Among other things, the letters address fair payment for immunizations, group visits and mental health services. Easy to download from our Web site, these templates were designed to help you make your practice less about the process, and more about the patients.

I’ve rewritten the paragraph (below) to be more web-friendly.

After: In response to your requests, we have created templates to simplify communication to health plans regarding issues that impede your ability to care for patients. The templates address fair payment for immunizations, group visits and mental health services.

More information:

• Plain Language: Wordiness Made Spare
• The Seven Qualities of Highly Successful Web Writing