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Writing for the Web:Tips, Tricks and Tools

Jen Seipp, Communications Advisor6 March 2012

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2

The Plan

Let’s chat about…

• Why good web writing matters• The complicated matter of plain language • Tips and tricks to improve your web

writing• Tools and resources you can use

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Why good web writing matters

Your website is how your present your organization to the world. Thousands of families who never walk into your MFRC visit your site for information, advice, tools, and more.

It’s not just a communications tool…it’s a big part of how you provide services to the CF community. It’s a snapshot of who you are, what you do, and most importantly to your users, how you can help them.

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The writing no one reads

A 1997 study by web guru Jacob Nielsen (published on www.useit.com) puts it simply:

• Users don’t read web content, they scan. • Average words on a page read: just 16%.• As the number of words on a page goes up, the

percentage read goes down. • To get people to read half your words, you have to

limit your page to 110 words or fewer.

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What does this mean for writers?

• Short really is sweet• Average user stays on a page for just 5 seconds.

Make their visit count!• Users don’t come to your site just to read…they

come to do something • Finding out why users visit your FamilyForce site

help you cater your content to help them quickly and effectively

• Remember, users may be stressed out, impatient, or uncertain…try to make it easier for them

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Plain Language

Plain language helps you create a conversation with your users. Thanks to the clear, concise language on your website, your users can:

• Find the services and information they need• Understand the content that’s presented• Navigate from your content to other related,

helpful pages, sites and documents• Use your content to meet their needs

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Plain Language

Common misconceptions:

• Plain language is speaking down to your users• Complicated topics need complicated words• Plain language seems unprofessional• “Military speak” is too hard to be decoded into

plain language…it’s OK, my users are used to it!

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Plain Language is…

• Direct• Concise• Friendly yet professional • User focused (the family perspective)• Short…words, sentences, paragraphs, pages

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Plain language means...

Writing to meet the needs of the families you serve

• Choose everyday words: write simply and clearly

• Use the active voice

• Include headings and subheadings

• Don’t be afraid to use pronouns

• Use bulleted lists and tables to break up content

• Include helpful links to ease navigation

• Break up the content into short pieces

• Limit abbreviations and acronyms

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Everyday Words

Simple Words: Family services edition

Instead of… Try…

This service is intended to enable families...

Favoriser le développement optimal des enfants et des jeunes

We have developed a comprehensive range of activities and initiatives

Les composantes des services autorisés sont…

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Active vs. Passive Voice

Active voice: take agency!

Instead of… Try…

Mandated service components offered by C/MFRCs include

Le début des années 1990 s’est vu ponctué par un accroissement de support pour les familles des militaires Canadiens

Two new services for military families were recently launched by Director Military Family Services

Le Modèle national des services à la jeunesse a été créé pour prendre appui sur ces forces

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Headings and Subheadings

Why use headings and subheadings?

Headings and subheadings help your users scan your content and locate what they’re looking for quickly and easily.

How do they work?

By breaking up your content into digestible nuggets, they help busy users as they scroll quickly from topic to topic without really reading. They also force you to break your content up into smaller pieces.

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Pronouns...Be Yourself!

Pronouns: Use I, we, and you to make your content approachable

Instead of…

The MFSP aims to help the families of CF members manage the unique stresses associated with military life.

Try…We’re here to help your family manage the unique stresses of military life.

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Pronouns...Be Yourself!

Instead of...

The role of the PSI Coordinator is to provide military families with prevention, intervention and referral assistance.

Try...

I offer preventive courses, provide intervention options during difficult times, and can refer you to other helpful services.

Instead of...

This service provides resources and supports that meet the families’ needs during a separation.

Try...

To help your family during deployments, we provide a variety of resources and tailored support.

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Bullets and Tables

Bullets and tables add structure to your content

• Bullets help organize lists (links, services, etc)• Tables help organize multiple, related pieces of

data neatly and clearly

A few good examples:http://www.familyforce.ca/sites/Gagetown/EN/Volunteering/Pages/

WhyVolunteer.aspx http://www.familyforce.ca/sites/Petawawa/EN/

DeploymentDeparturesReunions/Pages/MoraleMail.aspx

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Links

Links help your users navigate your website, and find other tools that can help them. Make sure your links are:• Active• Helpful• Reliable• Carefully chosen

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Links

Links and plain language• Make your link text as clear as possible• Organize your links well. Try using bullets,

subheadings, tables, or breaking up pages by topic if your page requires too much scrolling.

• Review your content regularly and think about links that might add value for your users.

A good example: http://www.familyforce.ca/sites/Colorado%20Springs/EN/About%20the%20Community/Pages/Denver.aspx

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Breaking up your content

Break up your content into short paragraphs • Separate ideas need paragraphs (2-3 sentences)• Sentences should be short too (15 words max)• Words should be short and clear

Break up your content into pages• Too much scrolling bogs down your busy user• Try breaking up your pages if you find your content is

too long • Use links and lists

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Abbreviations and Acronyms

Nothing will drive your users crazier than…

• Bureaucratic and military language• Too much jargon• Abbreviations

Try explaining what you do to the person beside you using no acronyms and no program-specific language. Be clear and concise!

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Acronyms and Abbreviations

• Abbreviations and acronyms are the number one complaint users have about government documents (websites included).

• Lots of abbreviations turns your website into a research project for users.

Examples:DMFS, a part of the PSP section of CFPFSS, is responsible for the management of the MFSP on behalf of DND and the CF.

La DSFM est engagée à financer les CRFM/C afin qu’ils assurent la prestation des services autorisés du PSFM aux familles et aux communautés locales des FC.

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Acronyms and Abbreviations

A few guidelines

• Include no more than 2-3 acronyms per page

• Spell it out, then use a “nickname” after one mention, as below:

Instead of... Try...

PSFM le Programme

Family Separation and Reunion (FSR) Services

Deployment support

CNFM le Conseil

CFMAP Program or Assistance program

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Words to write by

“The most valuable of all talents is that of never using two words when one will do.” Thomas Jefferson

“Simplicity is the ultimate sophistication.” Leonardo da Vinci

"Easy reading is damned hard writing."

Nathaniel Hawthorne

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Tools and Resources

Language Portal of Canada

Portail linguistique du Canada

www.noslangues-ourlanguages.gc.ca

US Government’s Plain Language Action and Information Network

www.plainlanguage.gov

Web writing expert Ginny Redish’s website

www.redish.net/

Communications Policy of the Government of Canada

Politique de communication du gouvernement du Canada

www.tbs-sct.gc.ca

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Questions or Comments

Thanks for your attention.

Happy writing!

Merci!