Consider that web writing is often viewed out of context and that it is being approached by readers with vastly different goals than you may have originally considered.
In this new AlertBox newsletter article, Nielsen reminds web writers that web readers:
• Scan for relevancy, scan for specific info, and pick out bullets
• Often encounter only headlines and micro content of full text as it is repurposed
• Approach content with specific, often un-anticipated goals
The solution to these issues includes the usual advice of writing scannable, precise and informational heads and micro content. But this time Nielsen goes a step farther and recommends modularizing content and repeating essential keywords.
For a detailed example of why this is necessary, read the article’s blog posting example. The example blog was addressing the latest peanut butter scare and made two common and avoidable mistakes:
• Answering two questions with one post (not modular)
• Using general language instead of specific key phrases (that users searched and scanned to try and find)
Nielsen elaborates by saying:
• “Modularize your information, so that each content chunk addresses a single issue. If you cover two things in one chunk, the second will often be overlooked.
• Use specific language. Concrete terms are more likely to help people who have a different perspective on the content. Generic or broad terms can be misinterpreted — or overlooked, as we saw in the example.
Beyond all this, the top guideline of all is to simply recognize the nature of the Web: People will use your copy differently than you expect, and you should try to write with this fact of online life in mind.”
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