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Writing for the Web Articles & Videos

  • Privacy Policies and Terms of Use: 5 Common Mistakes

    Policy pages often fail to follow basic usability guidelines: they are not readable, lack high-level summaries and inside-policy navigation, have poor formatting, and are not available in expected places.

  • The Biggest Mistake in Writing for the Web

    Before you write any content for the web, you should clearly define who will read it, what the reader’s goals are, and what impact you want your content to have on the reader.

  • How People Read Online: New and Old Findings

    Looking back at findings from a series of eyetracking studies over 13 years, we see that fundamental scanning behaviors remain constant, even as designs change.

  • The Four Dimensions of Tone of Voice in UX Writing

    The words in your interface can help establish your product’s personality. The tone of any piece of content can be analyzed along 4 dimensions: humor, formality, respectfulness, and enthusiasm.

  • Better Labels for Website Links: the 4 Ss for Encouraging Clicks

    4 guidelines for writing the link texts on websites to ensure users click the right options. Links should be Specific, Sincere, Substantial, and Succinct.

  • Text Scanning Patterns: Eyetracking Evidence

    Eyetracking research shows that there are 4 main patterns that people use to scan textual information on webpages: F-pattern, spotted pattern, layer-cake pattern, and commitment pattern.

  • The Layer-Cake Pattern of Scanning Content on the Web

    When headings and subheadings visually stand out on the page and are descriptive, users engage in an efficient scanning pattern that allows them to quickly find the information that they need.

  • "About Us" Information on Websites

    Users expect About Us sections to be clear, authentic, and transparent. They compare corporate content with third-party reviews to form a holistic opinion of a company before initiating business or applying for jobs.

  • Typography Terms Cheat Sheet

    Typography concepts can sometimes get lost in translation between researchers, developers, designers, and stakeholders. Use this cheat sheet to help you decode the meaning of common or often mistaken typography terms.

  • Better Link Labels: 4Ss for Encouraging Clicks

    Specific link text sets sincere expectations and fulfills them, and is substantial enough to stand alone while remaining succinct.

  • UI Copy: UX Guidelines for Command Names and Keyboard Shortcuts

    Labels for commands should be brief, informative, rely on verbs and adjectives, and avoid branded terms. Command shortcuts must limit the number of modifiers and follow standard conventions.

  • Interface Copy Impacts Decision Making

    The language used in interfaces influences the decisions that our users will make. Manipulative copy nudges users towards making choices that are against their best interests.

  • Establishing Tone of Voice

    Learn how to establish tone of voice in your experience and evaluate the impression your copy leaves on users.

  • Why Chunking Content is Important

    Chunking makes content easier to comprehend and remember. Chunking text help users understand the relationship between content elements and information hierarchy.

  • Translation and Localization

    The language of your product is important when communicating with a global audience. Translation and localization are two different levels of adaptation.

  • Plain Language For Everyone, Even Experts

    In our usability study with domain experts, we discovered that even highly educated readers crave succinct information that is easy to scan, just like everyone else.

  • Inverted Pyramid: Writing for Comprehension

    Start content with the most important piece of information so readers can get the main point, regardless of how much they read. This style of writing is perfectly suited to writing for the web.

  • Writing Digital Copy for Specialists vs. General Audiences

    All people prefer web content that is digestible, but domain experts have shared knowledge that changes the rules of plain language.

  • F-Shaped Pattern of Reading on the Web: Misunderstood, But Still Relevant (Even on Mobile)

    Eyetracking research shows that people scan webpages and phone screens in various patterns, one of them being the shape of the letter F. Eleven years after discovering this pattern, we revisit what it means today.

  • Exhaustive Review or “I Can’t Believe It’s Not There” Phenomenon: Evidence from Eyetracking

    Repeatedly scanning the same content can indicate confusion or engagement. Often, it happens because users’ expectations are not met.

  • The Biggest Mistake in Writing for the Web

    Before you write any content for the web, you should clearly define who will read it, what the reader’s goals are, and what impact you want your content to have on the reader.

  • The Four Dimensions of Tone of Voice in UX Writing

    The words in your interface can help establish your product’s personality. The tone of any piece of content can be analyzed along 4 dimensions: humor, formality, respectfulness, and enthusiasm.

  • Better Labels for Website Links: the 4 Ss for Encouraging Clicks

    4 guidelines for writing the link texts on websites to ensure users click the right options. Links should be Specific, Sincere, Substantial, and Succinct.

  • Establishing Tone of Voice

    Learn how to establish tone of voice in your experience and evaluate the impression your copy leaves on users.

  • Why Chunking Content is Important

    Chunking makes content easier to comprehend and remember. Chunking text help users understand the relationship between content elements and information hierarchy.

  • Translation and Localization

    The language of your product is important when communicating with a global audience. Translation and localization are two different levels of adaptation.

  • Plain Language For Everyone, Even Experts

    In our usability study with domain experts, we discovered that even highly educated readers crave succinct information that is easy to scan, just like everyone else.

  • Writing Digital Copy for Specialists vs. General Audiences

    All people prefer web content that is digestible, but domain experts have shared knowledge that changes the rules of plain language.

  • F-Pattern in Reading Digital Content

    Eyetracking research shows people read Web content in the F-pattern. The results highlight the importance of following guidelines for writing for the Web.

  • Privacy Policies and Terms of Use: 5 Common Mistakes

    Policy pages often fail to follow basic usability guidelines: they are not readable, lack high-level summaries and inside-policy navigation, have poor formatting, and are not available in expected places.

  • How People Read Online: New and Old Findings

    Looking back at findings from a series of eyetracking studies over 13 years, we see that fundamental scanning behaviors remain constant, even as designs change.

  • Text Scanning Patterns: Eyetracking Evidence

    Eyetracking research shows that there are 4 main patterns that people use to scan textual information on webpages: F-pattern, spotted pattern, layer-cake pattern, and commitment pattern.

  • The Layer-Cake Pattern of Scanning Content on the Web

    When headings and subheadings visually stand out on the page and are descriptive, users engage in an efficient scanning pattern that allows them to quickly find the information that they need.

  • "About Us" Information on Websites

    Users expect About Us sections to be clear, authentic, and transparent. They compare corporate content with third-party reviews to form a holistic opinion of a company before initiating business or applying for jobs.

  • Typography Terms Cheat Sheet

    Typography concepts can sometimes get lost in translation between researchers, developers, designers, and stakeholders. Use this cheat sheet to help you decode the meaning of common or often mistaken typography terms.

  • Better Link Labels: 4Ss for Encouraging Clicks

    Specific link text sets sincere expectations and fulfills them, and is substantial enough to stand alone while remaining succinct.

  • UI Copy: UX Guidelines for Command Names and Keyboard Shortcuts

    Labels for commands should be brief, informative, rely on verbs and adjectives, and avoid branded terms. Command shortcuts must limit the number of modifiers and follow standard conventions.

  • Interface Copy Impacts Decision Making

    The language used in interfaces influences the decisions that our users will make. Manipulative copy nudges users towards making choices that are against their best interests.

  • Inverted Pyramid: Writing for Comprehension

    Start content with the most important piece of information so readers can get the main point, regardless of how much they read. This style of writing is perfectly suited to writing for the web.

  • F-Shaped Pattern of Reading on the Web: Misunderstood, But Still Relevant (Even on Mobile)

    Eyetracking research shows that people scan webpages and phone screens in various patterns, one of them being the shape of the letter F. Eleven years after discovering this pattern, we revisit what it means today.

  • Exhaustive Review or “I Can’t Believe It’s Not There” Phenomenon: Evidence from Eyetracking

    Repeatedly scanning the same content can indicate confusion or engagement. Often, it happens because users’ expectations are not met.

  • Plain Language Is for Everyone, Even Experts

    Professionals want clear, concise information devoid of unnecessary jargon or complex terms. Plain language is a necessity and benefits both consumers and organizations.

  • "Get Started" Stops Users

    A generic Get Started call-to-action attracts clicks, but also misleads users and acts as a roadblock for those looking to get information about the company.

  • How to Present Scientific Findings Online

    To appeal to experts, provide concise titles and summaries, use clear headings, charts and figures, and don’t overdo visual design.

  • Writing Digital Copy for Domain Experts

    These tips for writing web content for specialized audiences will help you sound authoritative and bolster your credibility. Professionals want content that is easy to scan, factual, and verifiable.

  • 7 Tips for Presenting Bulleted Lists in Digital Content

    Bullet points help break up large blocks of text, make complex articles and blog posts easier to grasp, and make key information stand out.

  • Microcontent: A Few Small Words Have a Mega Impact on Business

    Well-written, short text fragments presented out of supporting context can provide valuable information and nudge web users toward a desired action.

  • Reading Content on Mobile Devices

    Readers can understand short, simple text content on mobile devices just as well as on computers, but they slow down when reading difficult text on mobile.

  • International B2B Audiences: Top 5 Ways to Improve Your Site for Global Users

    International B2B sites should demonstrate regional presence, adapt to local conventions, and ensure that localized sites are consistent with a main site.