Articles
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Topic: Writing for the Web
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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"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.
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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.
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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.
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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.
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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.
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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.
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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.
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The Impact of Tone of Voice on Users' Brand Perception
A two-part experiment found that different tones of voice have measurable impacts on users’ perceptions of a brand’s friendliness, trustworthiness, and desirability. Casual, conversational, and enthusiastic tones performed best.
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The Four Dimensions of Tone of Voice
A website’s tone of voice communicates how an organization feels about its message. The tone of any piece of content can be analyzed along 4 dimensions: humor, formality, respectfulness, and enthusiasm.
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How Chunking Helps Content Processing
Chunking is a concept that originates from the field of cognitive psychology. UX professionals can break their text and multimedia content into smaller chunks to help users process, understand, and remember it better.
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Cringeworthy Words to Cut from Online Copy
The right words can make or break trust; they affect your tone of voice and how people perceive your site.
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“Learn More” Links: You Can Do Better
The phrase ‘Learn More’ is increasingly used as a crutch for link labels. But the text has poor information scent and is bad for accessibility. With a little effort, transform this filler copy into descriptive labels that help users confidently predict what the next page will be.
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Research Reports
- How People Read on the Web: The Eyetracking Evidence
- Strategic Design for Frequently Asked Questions
- Social Media User Experience
- PR on Websites