Writing Effectively for Web & Mobile

Presenters: Jeff Wisniewski & Darlene Fichter

By far this one was my favorite presentation. Since I constantly update content for the library's website, I was able to understand the struggles the presenters faced when it comes to major differences between looking at a website via desktop vs. mobile device. Yes, there is a HUGE difference.

On desktop there are no restrictions, when it comes to mobile there are restrictions. Often times when a website is not mobile compatible, you have to scroll through several pages of text before you get to where you want to be (which can be frustrating) since it is harder to access information.

Major tips:

Mobile and desktop content:

·         -Be concise and succinct

·         -Cut any fluff, superlatives,

·         -Any self-promotional or glorification

·         -write at appropriate reading level (depending on audience)

Mobile content:

-Tighten up your content

-Move secondary content

Why more concise on Mobile?

·         There is always a level of distraction, when people are browsing the web using their phone they are often times multi-tasking, and users scan materials. So "Get to the point!"

     It is a paradox since people spend hours on their phone

·         Lower comprehension: On a mobile device it is 2x harder to read, and one needs to understand how complex it can be to read content on mobile screens.

When writing for web it is recommended to write at an 8th grade reading level. 

Users often feel beguiled:

Do: Figure out what is crucial 

Do: Link to useful secondary content

“if in doubt, leave it out”

Be conversational:

Use active voice, choose strong verbs

Screen size matters:

Impacts where we focus

Users tend to focus middle of screen, rather than reading left to right (There is a small window where people are paying attention).
                                                             

(red area is where most people's eyes will focus on a screen)










*People tend to focus on middle of the screen: (this is where important info should be)
*Do not describe the library as library, but rather as “us” (first person narrative)

Heading: Mobile/Desktop:

·         First two words are critical

·         BBC rule- maximum 55 characters

Big Screen: pyramid style?

Most newsworthy info first

Small Screen: Prioritize content and focus

Smarter Writing:

MOBILE IS IMPORTANT

Use analytics, learn all you can about what’s working or not working