Writing for the web

• Typical web browsing behavior: we don't read pages, we scan them, and often click on first link that catches interest or resembles the thing sought. (Think "billboard going by at 70 miles per hour".)
• Inverse correlation between text readability measures and success finding information on a web site. Less readability associated with authoritative, clear, complete, satisfying, useful. Why? Compare running prose with segmented text, like lists.
  ... Check readability at www.hp.com, an effective site.
• Inverse correlation between white space and success finding information. Higher text density associated with ease of reading, ease of searching, overall appearance, ease of use, productivity. Why? Compare skimming with reading.
• When writing is concise, objective, and scannable, studies showed 124-159% increase in usability measured by task time, errors, memory, time to recall, and satisfaction.
• Remove "happy talk". Cut down on instructions.

References:
Krug, Don't make me think: A common sense approach to web usability, 2000.
Spool et al., Web site usability: A designer's guide, 1999.
Nielsen, Reading on the web, 1999.
Strunk and White, The elements of style, 1979.
Nielsen, How users read on the web, 1997.

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