Appendix III
From Web Management Committee Policies and Procedures
Appendix III: Writing for the Web
Draft Guidelines -- January 7, 2002; revised September 9, 2005
Writing for the web requires conveying information in a clear and concise manner. Each page of content is part of the larger library website and should be consistent with the other pages in tone, format, organization, and style.
Tone
The website is a first impression for many patrons, and how they react to the site directly affects their perceptions of the library. Content included on the site should be approachable by everyone from a new student to a faculty member. Language should be upbeat and interesting, focused on the benefits of the information, resources, and services provided by the Library.
Use active voice.
Active voice tends to shorten sentence length and is more dynamic and interesting to read.
Eliminate jargon.
Many of the terms used in a library are unfamiliar to our patrons. State directions or links according to what our users need to do; for example, "instructions for remote access" would be clearer if labeled "connect from home." Explain acronyms or select alternate wording.
Format
One characteristic of patrons' using information online is that they primarily scan rather than read content. Structure pages to help readers scan for needed information. Convey content with a minimum of text. Each page should be self-sufficient, covering one concept or subject succinctly.
Shorten paragraphs.
After completing one draft, edit out as much as you can to make it more concise. One technique is to look at all of the adjectives and adverbs in your text and remove any that aren't necessary.
Replace paragraphs with bulleted lists.
Bulleted lists are easier to scan and convey information more economically.
Limit scrolling.
While it is impossible to control how the user views your page, studies continue to show that most users prefer not to scroll through long pages of text. Keep content focused on one topic per page and move unrelated content to another page and link to it instead.
Indicate if a resource is available only to the UH community.
Clear directions for off-campus use should accompany resources with limited access. If a user is not affiliated with UH and unable to access the resource remotely, then suggest that the user come to the library to gain access from our computer terminals.
Select links to include on page.
Too often authors attempt to provide comprehensive list of links on a topic. These lists are overwhelming, and spending time searching through pages that provide repetitive or obscure information frustrates most users. Instead, provide shorter, well-annotated lists of links (approximately 5-10 links) to the best sites.
Style
The quality of writing on the website directly influences the patron's perception of the Library; therefore, pages should appear professional.
Proofread text.
Proofread all text at least twice. First edit for clarity and organization and then do a final edit for punctuation and spelling before releasing the page to the public. It is best to have another person besides the author serve as the editor.
Describe links and rollovers with accurate annotations.
What users find under links should not surprise them. Labels for links should accurately reflect the title or content, rather than the “click here” listing. All annotations for links and rollovers should highlight the main information for that page.
Keep content up to date.
Maintain the information created for the site. Put up only content that you can realistically maintain. Implement a periodic review of information for the entire site.
