1. Letting Go of the Words – An OverviewPart 1 IswaryaMurali 12th March, 2010

2. Importance of Writing Good Content Communicate with the Audience Focus on Essential Messages Designing Web Pages for Easy Use Tuning up your Sentences Effective Use of Illustrations Press Releases AGENDA

3. Importance of Writing Good Content “66% of visitors don’t rarely –if ever – return to a site once they’ve had a bad experience.” People come to websites for specific goals to (i) get tasks done (ii) to find answers They ‘skim’ through content to find information. Usability Tests Test early Test often Test small (iteratively)

4. List your audience and gather information about them List major characteristics – what is each visitor looking for? Difference in experience, emotions, technology, knowledge, values, demographics, etc. Create ‘personas’ and have them in mind while designing and writing content. Use sample scenarios Communicate with the Audience

6. Think from their point of view

7. What are the questions the audience will ask? – Address those

8. Cut down on unnecessary information

9. Make information flow logically

11. Focus on Essential Messages Layer from an information page to more pages Layer from brief description to the full article Layer from part of the page to a short explanation Pathway Page: Scan, select and Move on Information Page: scan and get information Home Other information page – more details Other information page – more details

12. Designing Web Pages for Easy Use Design consistency across the site: Elements such as Company name, logo, Search box, segregation of header and text, navigation menus – should follow the same pattern across the site The entire site should have the same design and alignment (for instance, placement of images, header, menus, colors) Integrate content and design from the beginning Make various page elements ‘obvious’ Use templates for each ‘page type’

14. Good contrast between text and background

15. Choose a Sans Serif font and the right font size (if possible let visitors adjust text size)

16. Choose colors wisely – taking into account cultural and other factors.

18. Don’t let headings float – align them closer to the paragraph they ‘head’ than to the previous paragraph.

19. Avoid centered text, all upper case text, underlining and italicizing too much.

20. Avoid reverse text

21. Colors should never be the only indicator of a feature.Designing Web Pages for Easy Use

23. Be personal – use “I”(for blogs), “we/us” for referring to the organization.

24. Use imperative for instructions(better, in a list)

25. Gender-neutral writing: you/plural/the/verb phrase

26. Being informal is okay – use short and straightforward sentences.

27. Keep paragraphs short – even 1 sentence paragraphs are acceptable

29. Don’t mix up nouns and pronouns

30. Don’t use unnecessary text such as “Click here to know..” Underlined text is self explanatory as a link

31. Avoid ‘big words’ – always try to talk in the words of your user.

32. Don’t put action into the nouns; use verbsTuning up your Sentences

33. Types of pictures Picture of exact item Picture to illustrate process or concept  Chart/graph/map ‘Mood’ picture  Effective Use of Illustrations

34. Effective Use of Illustrations General guidelines Don’t distract the audience with an abstract picture Support, don’t hide content Differentiate content from ads Avoid blinking, rolling ads Don’t make people wait for Flash/animation Use animation only when absolutely necessary In pictures of people, show diversity

35. Break into sections with bold headings Use short paragraphs, lists, bullets, graphics Give relevant links to additional information Indicate persons to contact, email, etc. Press Releases

36. Thank you!