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Writing Copy For The Web

While developing copy for the web site ensure that you address the three areas highlighted below and that the page specifications are closely met.

Summarize

Web copy that presents summaries and conclusions up front is useful and saves time. Details and background information can be linked to.

Concise

Use topic sentences, limiting each paragraph to one main idea, and keep paragraphs to a few concise sentences. Informal or conversational writing is better than formal writing as it is easier to read.

Scannable

Included bullets, numbered lists, boldface text to highlight keywords, additional headings, and shorter paragraphs. These changes give the pages a cleaner, more open design.

Page Specifications

Total Word Count: 300-500 words

Paragraph Word Count: 50-125 words

These are recommendations and there are situations that warrant the use of larger word counts. However, the numbers listed above have been shown to result in highly usable content.

Articles on Writing Web Copywriting

Sources

Usability Engineering
Book by Jakob Nielsen, published by Morgan Kaufmann, San Francisco, 1994.

Be Succinct! (Writing for the Web)
Article by Book by Jakob Nielsen published 1997.

The missing link: Hypermedia usability research & the Web Research and Article by Shum, S. B. 1996.