Co-presented with Barbara T. Obrentz, Chief Public Relations Officer/ Director of Marketing for Georgia Perimeter College at CASE III in 2009, this session taught communications theory as it relates to the usability of Web pages - what information college audiences expect from various Web pages and what written formats best deliver that content. Topics included: research on how people read web pages (usability); samples of well-designed web pages; identifying key website audiences; how to organize website content; how to write scanable website text using key words, meaningful headlines, bulleted lists, etc.; and using common writing styles and new writing formats such as chunking.
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Writing for the College Web Site
1. Writing for the Web
CASE III
February 10, 2009
Presented by: Rosemary Jean-Louis and Barbara Obrentz
2. Introduction
The Georgia Perimeter College Web site has
become a vital communication tool. It has multiple
purposes for multiple audiences.
3. Why it Matters
•More time for faculty and staff when routine info and tasks
are done on the Web
•The Web works for you 24/7
•Positive experiences through the Web builds
relationships within institutions and about institutions
•A powerful way to accomplish your mission
•Speed of information
•Mobility of population
4. Communication Leaps
Top Ten
3500 BC The Phoenicians develop an alphabet
1450 Newspapers appear in Europe
1714 Patent on the typewriter
1843 First telegraph line
1876 Patent on the telephone
1936 First programmable computer
1957 Soviets Launch Sputnik
1982 FCC authorizes cellular service
1990 Berners-Lee coins the phrase World Wide Web
1992 World Bank comes online
5. Communications Leaps
1998-Present
• 1998-2005 The WWW size between 275 million and
11.5 billion pages
• 1999 the word “blog” coined
• 2003-2006 Social networking sites such as MySpace,
Facebook and YouTube launched
• 2007 iPhone offers first mobile, full Web browsing
• 2008 Twitter and microblogging takes off; explosion of
online communities/social networking sites
6. Paradigm Shift #1
Web Usage in Early Days
• Standard content
was posted into new
electronic medium
• Web was used as an
Electronic Bulletin
Board
• Text was static
7. Paradigm Shift #2
New Media Model
Web pages are
multidimensional:
• Text
• Images
• Audio
• Video
• Interactive
elements
• RSS/Twitter feeds
• Blogs
• Podcasts
8. Key Findings
Poynter Institute*
• People read a high volume of story text in both print and
online
• People read in two ways: methodically and scanning
• Alternative forms of reading like Q&A, timelines, short
sidebars and lists help readers understand information
more quickly
• Big headlines and photos attract print readers, but
directional elements draw online readers
• Photos get a lot of attention
*Eyetrack 07
9. Understanding Users
• Usability research
Three factors caused poor performance
• Insufficient reading skills
• Less sophisticated research strategies
• Dramatically less patience
Jakob Nielsen, Nielsen Norman Group, 1997, 1999
10. F Pattern’s Three Components
• Users read in a horizontal movement, usually
across the upper part of the page
• Then they move down the page a little and
read across again, but not as far across as
before
• Users scan the page’s left side in a vertical
movement
Jakob Nielsen, Nielsen Norman Group, 1997, 1999
11. Implications of the F Pattern
• Users won’t read your text thoroughly
• The first two paragraphs must state the most
important information
• Start subheads, paragraphs and bullet points
with words that carry the meaning
13. Measuring Effectiveness
Researchers measured usability by how successful
users were in accomplishing a given task.
•5 versions of basically the same web pages
•Three improvements boosted usability 124%
-Concise writing (omit needless words)
-Objective language; no puffery, exaggerations
-Scannable text
Source: Jakob Nielsen, http://www.useit.com/alertbox/9710a.html
14. Measuring Effectiveness
Original copy:
Nebraska is filled with internationally recognized attractions that
draw large crowds of people every year, without fail. In 1996,
some of the most popular places were Fort Robinson State Park
(355,000 visitors), Scotts Bluff National Monument (132,166),
Arbor Lodge State Historical Park & Museum (100,000),
Carhenge (86,598), Stuhr Museum of the Prairie Pioneer
(60,002), and Buffalo Bill Ranch State Historical Park (28,446).
Source: Jakob Nielsen, http://www.useit.com/alertbox/9710a.html
15. Measuring Effectiveness
Revised Copy: Half Amount of Words than Original:
In 1996, six of the best-attended attractions in Nebraska were
Fort Robinson State Park, Scotts Bluff National Monument,
Arbor Lodge State Historical Park & Museum, Carhenge,
Stuhr Museum of the Prairie Pioneer, and Buffalo Bill Ranch
State Historical Park.
Source: Jakob Nielsen, http://www.useit.com/alertbox/9710a.html
16. Measuring Effectiveness
Revised Copy: More Concise, Scannable Text, and
Objective Language
In 1996, six of the most-visited places in Nebraska were:
• Fort Robinson State Park
• Scotts Bluff National Monument
• Arbor Lodge State Historical Park & Museum
• Carhenge
• Stuhr Museum of the Prairie Pioneer
• Buffalo Bill Ranch State Historical Park
Source: Jakob Nielsen, http://www.useit.com/alertbox/9710a.html
17. Scannable Text
Text that communicates to scanners uses
• Highlighted keywords
• Meaningful headings and subheadings
• Bulleted lists
• One idea per paragraph (users skip over any more
if they aren’t caught by the first few words)
• Half the usual word count
19. Who is the Audience?
• To whom are your Web pages speaking?
• How does your audience find information?
• What are they looking for?
• What response do you seek?
20. What Key Audiences Seek
• Accurate, searchable online directories
• New information
• Benefits of college
• Updated information
• Photos, especially action photos
• Student testimonials
• News releases
• Events
• Universal navigation: same on every page
• Consistent look and feel
• Links and cross-references
23. Inverted Pyramid Style
The conclusion or ending comes first
• College welcomes largest class ever.
Most important supporting information comes next
• Record SAT scores
• Large increase in traditional age students
• New faculty hired
26. Chunking
• Segment writing into smaller, coherent units to
avoid long, scrolling pages. Each page is an
inverted pyramid connected to the larger subject.
• Try to keep most important information above the
“fold” — the limit of the initial screen view without
scrolling.
• Take care not to over-divide your information. For
critical information, such as Admissions
Requirements, users will print out and read.
28. Redundancy
• Expect related Web pages to have some overlap
• The highest priority is to make things clear to your
reader
• Try to provide a complete account of the subject
with an appropriate amount of background or detail
30. Links
• A bonus for online writing; links invite further pursuit
of topic or provide additional aspects
• George Landow, Professor of English and art
history at Brown, named both ends of the link
-Rhetoric of departure
-Rhetoric of arrival
• Highlights the need for both ends of the link to give
users understanding of where they may go and
why the arrival page is relevant
32. Streamline Content
• Omit needless words
• Keep it simple, unless content dictates otherwise
• Use the active voice
• Speak in one voice
• Put statements in positive form
• Keep to one tense
• Write in a way that comes naturally
• Do not overstate
• Do not affect a breezy manner
• Do not explain too much
• Avoid fancy words
• Be clear
Elements of Style Strunk & White
33. Empower the User
• Make sure people know what your site, and each
page will do for them
• If people need or want to act on your information,
provide them what they need.
• Give to the college
• Register for class
• Join a student organization
34. Proofread and Check
• Read what you have written out loud
• Proofread it backwards, one word at a time
• Double-check all contact information: phones,
email addresses, Web links, and mailing addresses
• Know the editorial style chosen by the College and
stick to it
• Avoid acronyms
35. Pitfalls to Avoid
• Visual distraction: colored and underlined text
within a paragraph pulls the eye and disrupts the
unit.
• Most readers will click on link without ever finishing
the paragraph
• Disrupting the narrative: Links lead to stories half-
told. Users may follow the link, and subsequent
ones, and never return to your site
36. References
• Elements of Style, Strunk and White
• Don’t Make Me Think, Steve Krugs
• AP Style Guide
• Poynter Institute Eyetrak 07
• Jakob Nielsen, Nielsen and Norman
• Catherine Tittle, Technical Documentation
specialist, Arbor Technicomm
• Nathan Wallace, E-gineer.com
• Daniel Will-Harris E-fuse.com
37. Further Reading
• Ragan’s Web Content Report
• Ragan.com – News, Ideas for Communicators
• Edustyle.net – Latest web design, content trends of
higher education sites
• Don’t Make Me Think, Steve Krugs
• Net words, Nick Usborne
• Content Critical, Gerry McGovern and Rob Norton
• Killer Web Content, Gerry McGovern
• The Unusually Useful Web Book, June Cohen
• Yale University Press Web Style Guide, 2nd Ed.,
Patrick J. Lynch and Sarah Horton
Notes:
Why is the Web site important:
2006 Interact Media Preference Survey shows that the internet is the # 1 source for
prospective undergraduate and graduate students among 5,000 people surveyed.
HS sophomores and juniors have particular interest in college Web sites
On average, prospective students visited the Web site one time per week for
approximately 15 min. each visit
The admissions requirements page was most valued
72% want to chat
68% read blogs
54% download podcasts
45% subscribe to podcasts
Notes:
The Web site is the preferred way to get information on enrollment and registration
for Gen “Y” age 16-27:
75% have a computer
50% have internet access
35-40% prefer Internet over radio
# 2 way they learn about colleges
For GPC students:
Two of five respondents in the 2008 Interact Survey under the age of 25 said they area
frequently or always online
More than 75% under the age of 25 said they have a Facebook account
Half of those under age 20 are always on Facebook
Notes:
It’s hard to believe that the WWW has only been around since 1990. While the Internet was
launched in 1969, it was the High performance Computing and Communications Act of 1991
(originated by Sen. Al Gore) which provided funding and growth of the Internet. And, while Al
Gore didn’t actually invent the Internet, his contributions to the development of the Internet
as we know it today are significant.
Additional commentary:
The Christian Science Monitor is the first newspaper to go to an online format during the
week, only publishing a paper copy on the weekend.
Papers in major cities such as the Hartford, Ct. Current, AJC, etc. are seeing circulation
and advertising way down and are threatening to close. As a matter of fact, their
online publications (which are free) are cannibalizing their print versions – especially
in classified advertising.
The sad part is that most communities in threat of loosing their print may also loose a
common point of reference (NY Times no longer covers news in Hartford) as it used
to. Same is true of communities around Atlanta, where the paper no longer delivers
to outlying areas and only covers news of the five most populated metro counties.
Notes:
Present Web sites are combining these social elements:
One of the most successful ones is barackobama.com – contained news, videos, ability to donate online, buy online; estabilished sense of community – add profiles, photos, your own videos, find events to go to in your area and add your own events and blog.
Colleges adding mycollege type social networking sites to their main sites where students can get news, friend each other and so forth
Notes:
Most surprising – a much larger percentage of story text was read, on average, online than in
print
Point 1
77% online
62% in broadsheet
57% in tabloid
Point 2
About 75% of readers are methodical
Online readers are different – half are methodical while the other half are scanners: both
read about the same volume of text
Point 3
More people answered questions correctly when presented with alternative forms of
reading than traditional narrative; subjects paid 15% more attention to alternative
story forms than regular print. This figure rose to 30% in online reading
Point 4
Large photos and print were looked at first in print – Online readers went for nav bars
and teasers
Point 5
People doing things in real time (documentary photos) received more attention – mug
shots got relatively little attention
Notes:
Some users find the Web sites confusing – preferring phone or individual emails and giving up before they find what they need
Faculty and staff may continue to be bogged down with routine transactions
Limits the relationships and impact the College could have
Notes:
Research shows that Web users scan text
79% scanned any new page before they read the page -
16% read word-for-word
Notes:
Example of F- pattern
Notes:
Same paragraph, revised with half of the amount of words than the original – scored 58% on the usability study as being more useful to the test group.
Notes:
Same paragraph with more concise writing, scannable text and objective language – no exaggeration or puffery.
This is the paragraph that scored 124% on the usability test as being the most helpful and effective for online readers.
Notes:
Example of scannable text
Notes:
# 1 audience of home page visitors were prospective students
These people were looking for admission requirements
and academic program offerings, followed by information on college life.
GPC Statistics:
60 % of students visit the Web site daily
On average more than 50% used the Web to access class and advising
information
More than 50% scrolled through the quick links
Half of all students surveyed indicated they preferred electronic formats of class
schedules, financial aid and course catalog
Notes:
Traditional marketing principles should come into play.
Show of hands how many of your sites meet the criteria we talked about ?
The yeses how did it take you to get there?
Notes:
What writing techniques do you apply when writing for the Web?
Use traditional journalism techniques – the inverted pyramid style
Notes:
Inverted Pyramid Example:
-headline first and then most important information next - Daschle withdraws as HHS nominee – headline first graph – Daschle has withdrawn his nomination, 2nd graph controversy over his tax records had been an issue.
Notes:
Inverted Pyramid Example Features
features/profiles more flexible – not so just the facts in the first paragraph. But still the most important information about the subject is contained in the first two paragraphs. In our profile of Kevin Ngo we know he didn’t do well at Georgia State. He decided to come to GPC and by the 2nd paragraph we learn that GPC changed his life.
Notes:
Expect related Web pages to have some overlap
The highest priority is to make things clear to your reader
Try to provide a complete account of the subject with an appropriate amount of background or detail.
Notes:
The introduction of Transfer Admission Guarantee program is included here. Rather than including information on how students can get started in the program, it was chunked out to another page. Users click on Get started now and it takes them to another page that lists how they can get started.
Notes:
Expect related Web pages to have some overlap
The highest priority is to make things clear to your reader
Try to provide a complete account of the subject with an appropriate amount of
background or detail.
Write to levels of interest including the following
Notes:
Redundancy example
Notes:
Don’t use links where not necessary and it can be distracting – make sure title corresponds to
what you are really saying with the article
Good and bad links – use links wisely
Notes:
Example of good link use.
Notes:
What techniques should you be applying to your writing?
The rules from the Strunk and White book Elements of Style certainly apply
Speak in one voice; don’t write in an academic way.
Notes:
Never post anything without someone reading behind you; include grammar person
Double-check any financial information
Double-check any direct quotations
Don’t use acronyms – unless they are used in the second reference. For example what is the NSA? Is it the National Security Agency or is it the National Softball Association (that’s also an acronym for it.)