USER ORIENTED WEBSITE INTERFACE Text Structuring YOU ARE HERE!

WEBSITE IA & USABILITY: TEXT STRUCTURING

The Underlying Activity on the Web is Reading

"The most frustrating factor in using the Web is not being able to find specific information" (SURL: Optimal Web Design).

Majority of studies indicate that online users are above all looking for useful information. Online shoppers want to collect product information first. Furthermore, research revealed that websites comprising specific product information and features are more successful at branding, because they offer better user experience. In addition, eye-tracking movement studies among online users show that users' primary focus is on the website text.

"The first and best chance to engage the reader is through text" (Poynter-Stanford)
"The text is there to inform, to engage, to guide and to excite the reader." (Nick Usborn)
"The fundamental activity that the Web was designed for is READING" (Gerry McGovern).

But, reading on the Web is different. First, reading from computer screens is 25% slower than from paper (Sun Microsystems). And more importantly, the needs and expectations of audience are quite different online and in print. Compared to print format, the Web is a fast medium, concentration lasts shorter, and users get impatient.

That's why writing for the web differs significantly to writing for the print (books, brochures, etc.). For print media, a design has to be visually impressive and persuasive, while website design has to be unobtrusive, and ensure that people reach the content quickly. Website text should facilitate readability, scanning and comprehension.

"The first thing the reader sees is not the title or other details on the page but the overall pattern and contrast of the page"(Web Style Guide, 2nd edition). Good website typography increases readability, and helps the visitors find the information they need as quickly as possible:

• create color contrast between text and background;
• use left alignment for headings, sub-headings and text;
• utilize generous leading (vertical space in a text block);
• make blank line spacing between paragraphs to support scanning;
• utilize numbered and bulleted lists to increase readability;
• choose highly readable sans-serif font family: verdana, arial, geneva, or helvetica;
• select large enough font sizes, and different for headings, subheadings and paragraphs;
• don't use all uppercase - use mixed case;
• avoid underlining anything other than links;
• use CSS, and especially external ones to achieve the above easily.

It's very important that website design support scannability, as "79% of users always scan; only 16% read word-by-word" (Sun Microsystems). To support scannability further, beside the above typography tips:

• get straight to the point - reveal your topic immediately; let your users leave, if it does not interest them, before they get frustrated;
• create short, direct, and powerful headings and subheadings - indicate the content of the page and sections clearly;
• start the page with the conclusion and a short summary - "inverted pyramid" style
• keep the page text short - a good target to aim for is 600 to 700 words. (Gerry McGovern);
• brake the content in short paragraphs - 45 words is about the right length (Gerry McGovern);
• each paragraph should contain one main idea;
• keep the sentences short and simple;
• use simple language and savvy concepts
• avoid marketing fluff ("marketese")
• apply highlights (color, bold, and italics) to make key points stand out
• make links stand out from regular text - use different color for visited links, etc.

User Oriented Design & Ethical Website Marketing Strategies by Distinctia, 2006