Rules for Adapting Content for the Web

Rules for Adapting Content for the Web

When writing for the web, it’s a good idea to think about the audience and what Dr. Jakob Nielsen and other internet experts call “usability.” Here are a few facts to keep in mind as you adapt content from print to the web.

Web users typically scan center-left-right, instead of left to right.
Web readers are three times more likely than newspaper readers to limit in-depth reading to short paragraphs.Of those Web users who read the entire page, most only absorb 75% of the content.
Reading from a computer monitor is 25% slower than reading from print. Also, it increases eye strain and fatigue.
The longer the text, the less likely Web users are to read it. If a quick scan doesn't show them the information they need, they won't spend time searching for it.

Best Practices

Resist the temptation to cut and paste documents written for other mediums and move them over to the web.

Keep it short and sweet. Look for ways to break up long copy into content that can be read in a minute or two. If long copy cannot be avoided:

Insert headers at appropriate places so content can be scannedeasily.
Break paragraphs into bullets to make the content more easily digestible
If possible, make one long piece several pieces and hyperlink from one to the other

Make sure that you have secured the necessary permission to post photographs and repurpose content, even within the college. Mark your calendar or “embargo” content in Terminal Four if it must be removed by a certain deadline to ensure compliance with agreements and contracts.

Make sure that you provide proper credit for everything that you post. Authors and photographers should be clearly identified and any special rules for referencing content on other sites or in other mediums should be outlined on the site. If something is protected by copyright, insert the appropriate marks and symbols online.

Avoid dead-end pages by making sure that there are links to related content and ways for people to get to more information.

When in doubt about the best approach for your web project, contact Delia Carter at 404-507-8647 in the Office of Strategic Communications.