Writing for the web
People read differently on the web
- They scan text instead of reading word by word. Reading computer screens can be tiring for the eyes.
- They may come to your page directly (not through the home page) and will not know how it fits with the rest of the web site.
- They distrust web content unless its credibility is made clear.
- They expect information on the web to be more up-to-date than print.
- There are millions of other webpages competing for the reader's attention. It's quick and easy to move on to someone else's web site.
Plan ahead
- Check that your pages don't repeat or contradict information that already exists on the university website.
- Research your target audience and plan your information accordingly.
Each page
- Make each page self-contained. Provide context so that readers know where they are if they come straight to your page. For example, include the university logo and links back to section and web site home page.
- Your pages will have a global reach, so
- avoid culturally sensitive language
- specify currency, eg. AU$
- Include comprehensive contact details, eg. name, email, telephone, fax, address.
- Write short, descriptive page titles, headings, subheadings and link titles.
- Ensure content is current and accurate.
- Avoid overly long pages.
- Add metadata to improve discoverability and archiving.
Make pages accessible to everyone
Follow World Wide Web Consortium (W3C) recommended techniques to improve page accessibility and usability eg. use acronym and abbreviation tags).
Content
- Put important information first. Use the inverted pyramid style. For example, begin with the conclusion, followed by important supporting information, and end by giving the background. Read more about Inverted pyramids in cyberspace, by Jakob Nielsen, usability specialist.
- Be succinct. "Get rid of half the words on each page, then get rid of half of what's left" (Steve Krug, usability consultant).
- Avoid jargon and non-inclusive language (eg. don't assume your audience is technically literate).
- Break text into short, scannable chunks.
- Use bulleted or numbered lists to order information, but keep them short.
- Emphasise using bold. Italics are difficult to read on screen and underline should only be used for links.
Links
- Never use "click here" or similar as link text. It confuses readers. Instead, use the page title you are linking to. For example, the link Web training should point to a page entitled "Web training".
- Avoid too many links in the body of your text. They can distract readers and may lead them away from your information. Instead, list links at the top or bottom of the page or section where possible.
- Include details of file type and size when linking to non-HTML files, eg. Web redevelopment framework (pdf 35kb).
- When referring to a URL it is unnecessary to include 'http://' at the start of the link. For example, use www.unimelb.edu.au instead of http://www.unimelb.edu.au.
Templates
The University of Melbourne web site uses web templates that promote the brand of the university and provide a consistent visual theme across the site.
All webpages that use the recommended templates automatically pick up the university "look and feel" and the presentation style of individual page elements.
Webpages based on the templates will allow web publishers to:
- create consistent navigation across all pages;
- use best practice standards to improve usability;
- meet World Wide Web Consortium (W3C) accessibility guidelines.
The templates enable web developers to create and maintain scalable web sites through the use of:
- Cascading Style Sheets (CSS)
- Server Side Includes (SSI); and
- Common page elements.
Please ensure that webpage content complies with the university Web Publishing Policies and Guidelines.
Telephone and fax numbers
Telephone and fax numbers on webpages should include country and area codes. However, if the webpage is for internal university use only, then extension numbers may be used (eg. ext 12345). The same applies to other internet publications, such as email newsletters and newsgroup postings.
All webpages should include a link to the university's central contact webpage and, where appropriate, to a contact details page published by the relevant organisational unit.