Writing for the Web: Guidelines for MIT Libraries: Home

Public Web Guidelines

House Style Guide

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You may be a great writer, but creating content for the web requires a different knack than writing for other mediums. How can you improve the chances that people will actually read what you write?  

This guide gives best practices, tips, and tricks that will help increase readership and improve usability of your web pages.

Web users:

• skim, scan, and select
  • browse
  • forage
• quick glances and occasional very brief stops
• read a little at a time
  • mostly in short burst
  • grab and get on towards the goal

Yes, but only when --

• they are highly motivated to get the information.
• the goal is to get extended information, like a report.

Layer the details

• Put brief info on a higher level.
• Link to details on a deeper level.

• How?
  • Cut! Cut! Cut! Find the essence.
  • Put it away for a day or two.
  • Look it over and cut again.
• With each sentence, ask: Do users want or need that?
• Then ask: Do they really want or need that?

• Chunk = manageable bit
• Don't write prose.
• Keep sentences to one or two points.
• Keep paragraphs short. A one sentence paragraph is OK.
• Use lists.
• Use fragments and phrases.
• Use pictures and other visual elements.