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<a>,</a>

<strong>,</strong>

<em>,</em>

<p>,</p>

<blockquote>,</blockquote>

<ul>,</ul>

<ol>,</ol>

<li>,</li>

<dl>,</dl>

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<dt>,</dt>

<pre>,</pre>

<code>,</code>

<abbr>,</abbr>

<acronym>,</acronym>

<cite>,</cite>

<table>,</table>

<thead>,</thead>

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<tfoot>,</tfoot>

<tr>,</tr>

<th>,</th>

<td>,</td>

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Writing Style

Research has shown that the writing on a web site has a significant impact on the usability (and therefore effectiveness) of a site - up to 125% improvement. The following are outline guidelines, which will significantly improve the impact of our copy.

1. Be succinct - no more than 50% of equivalent wordage in print
   
   BECAUSE
   
   Reading from screens is substantially slower than from paper. Users intensely dislike reading long texts.

2. 1. Be scannable - structure articles with 2 or 3 headlines (nested if necessary).
   2. Use meaningful rather than teaser headlines and subheads (reading a headline should tell users what the section's about).
   3. Use text weight and colour to add highlighting and emphasis.
   4. Use bulleted lists.
      
      BECAUSE

      1. Users do not read copy in full (at least not on 1st reading), they scan. Headlines and page titles are often viewed out of context.
      2. Users are adept at disregarding everything that does not look like a clear headline and do not waste their time on links which may be a waste of time.

3. 1. Structure long documents. Content should not be arbitrarily cut up into page 1, page 2 etc. Each page should encapsulate a discrete topic. Each page should be written as an inverse pyramid, with a clear summary of the page at the start.
   2. Secondary and background information should always be available on separate pages accessed from a link.
   3. Printable versions should be on a single page.
      
      BECAUSE
      
      While users dislike long documents, they particularly dislike having to download several pages to cover one topic. They do like choice over which subtopics to read.

4. Use cool, objective language to build credibility.
   
   BECAUSE
   
   Users detest marketing copy - a promotional style with boastful claims. Users are busy, they want the facts, and tend to believe content which gives it to them without embellishment.

5. 1. Linked text should describe where the links lead, not give ‘click here’ instructions. An appropriate way to consider linked text is that it should represent the headline of the content users will arrive at.
   2. Use link titles to give additional explanation if warranted.
      
      BECAUSE
      
      Users do not follow bad links, and links can be presented out of context by certain browsers and search engines. ‘Click here’ instructions also break up the flow of text and make it more difficult to read.