Easy to scan means easy to absorb:

• Use keyword-rich sub-headings
• Use bulleted lists
• Use links, as these add credibility and clarity to your content

Links are content too:

• Make links obvious eg. by underlining
• Use link text that makes sense when read out of context
• Do not use URL's as link text
• Do not use the same link text to point to different URLS; use the 'title' attribute to make them different
• Include at least the format and size of non-HTML documents in the link text
• If a link opens a new window, warn the user in the link text or link title attribute
• Separate links by more than white space

Order and Amount of Information

People skim when reading on the screen (see , so it is important to provide the 'meat' of the message at the beginning of each

• Have one idea per paragraph
• One idea per sentence
• Use the inverted pyramid style, starting with the conclusion
• Prune your web content

Always build good quality web content:

Good quality web content is written using the standards for HTML languages, and using HTML tags for their intended purpose.

• Use valid HTML (validate it)
• Use tags for their intended purpose, some examples:
  • Make proper lists, rather than using the break (<br>) tag
  • Use structural elements eg, h1, h2, and tables properly
  • Use current presentation tags eg, no <font> tags, as these have been deprecated or phased out
  • Explain acronyms with the <acronym> tag
• Provide sufficient contrast between the background and text
• Provide a text equivalent for all non-text elements
• Write unique titles for web pages

All of these tips will also make your content better suited to search engines.

Impression Your Content Gives (credibility)

How do people know they can trust your content? They may not, because of problems with many web sites (slow downloads, poor page layout and low content quality), undermine confidence in ALL content. To build credibility:

• Verify content accuracy and credentials with links
• Show organisational affiliation (who is behind the site)
• Make it easy to contact you
• Use a professional design
• Make your site easy to use and useful
• Keep the content up-to-date and error-free
• Avoid fluff and guff (discussed above)

See the Stanford Web Credibility Project: Guidelines for Web Credibility

Language used: Talking to your clients:

• Use clear, simple language
• Use the active voice and standard register - these are easier to read

Active Voice

In sentences written in active voice, the subject performs the action expressed in the verb; the subject acts.

The written order is subject, verb, object.

Passive Voice

In sentences written in passive voice, the subject receives the action expressed in the verb; the subject is acted upon. The agent performing the action may appear in a "by the . . ." phrase or may be omitted.

The written order is object, verb, subject.

Examples of Voice:

Active: The chairman signed the contract

Passive: The contract was signed by the chairman

Or, Yoda: Signed by the chairman, the contract was

Prize there is for the person who discovers where Yoda provides content for UTAS web sites (this one doesn't count).

However, the active voice can sound a bit hostile or repetitive:

Active: You have not paid this bill

Passive: This bill has not been paid by you

If you leave off the object of the sentence, it can sound less threatening.

Registers

Formal (can be described as 'stuffy'):

The Board is required by ordinance to monitor the quality of supervision of candidates.

Informal (can be a bit ambiguous):

Supervisors are checked out by the Board.

Standard (nice and plain):

The Board monitors the quality of research supervision.