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Writing with Clarity on the Web
Rebecca Blakiston
User Experience Strategist
University of Arizona Libraries
About me
2007 public services, reference, instruction
2010 website product manager
2014 ux librarian
2017 ux strategist
Author of two practical guides for librarians:
Usability Testing and
Writing Effectively in Print and on the Web
Writing with Clarity on the Web
Writing with Clarity on the Web
human-centered content
writing is all about the reader
who is your primary audience?
students
faculty
employees
researchers
visitors
UA Main Library
@sarahshepis
what do you know about
them?
experience with library systems
terminology they use
other websites they use
Icelandic ranch
@brewerm1965
people are on your site for
a specific reason
to get a question answered
to complete a task
what are their primary
questions?
● is my child welcome in the
library?
● what technology can I borrow?
● are study rooms are available?
Sam Wade,
international student persona
people skim
they are goal-motivated and task-driven
they depend on headings
they hunt for links
people are impatient
“The first 10 seconds of the page
visit are critical for users’ decision
to stay or leave.”
- Jakob Nielsen
how to write with such people in
mind?
“There just aren’t enough hours in the day.
Tenure is very important to me, but I must also
think of my teaching. It is a hard balance.”
- Elena Allen, faculty persona
“just enough” content
focus, simplify, layer
focus on key messages
most important
next important
least important
what is this about?
what is most important?
what can I do here?
keep it simple
“Plain language is part of user-centered design.”
- Ginny Redish
familiar terms
basic sentence structure
short paragraphs and sentences
only what’s necessary
keep paragraphs short sentences per
paragraph
3
3
1
Ann Handley advises no more than 3 sentences or 6 lines.
keep sentences short words per
sentence
10
14 (6)
10
12
Ann Handley advises no more than 25 words. Fragments ok.
be ok with fragments
University of Houston Libraries
simplify phrases
original revised
a minimum of at least
give preference to prefer
to ensure for
in spite of the fact that though
avoid too many nouns in a row
original revised
Data management consultation request form Request a data management consultation
Limited submissions process guidelines Guidelines for limited submissions
English curriculum development assistance Assistance in developing English curriculum
avoid or explain library-ese
circulation, reserves, periodicals, serials, stacks, boolean, truncation
“Is the information commons a website that contains all the campus information?”
- student
avoid vague terms
resources
services
“Essentially this entire thing is a resource, so how are ‘resources’ different?”
- faculty member
remove unnecessary words
Please note…
It should be noted that...
It is interesting to note that...
We should point out that...
You will find that...
put relevant content at
the point of need
Rally for Science tortoise
@aclaritymaven
layer information
location subpage
policies
location main page
details of spaces and
services
landing page
types of spaces and
services
homepage
library locations and
hours
New York Public Library > Education > Educators
questions about human-centered, “just
enough” content?
task-driven content
what people can do
what do people want to do?
primary tasks:
● reserve a study room
● find scholarly articles
● cite sources
Muna, graduate student persona
what are their expectations?
online forms or PDFs
phone numbers or email addresses
search or browse functionality
Zinnia, medical student persona
clear navigation
cinema
@catxdavies
where am I?
what are my options?
where can I go next?
Writing with Clarity on the Web
intuitive labels, links, buttons
active verbs
meaningful nouns
clearly clickable
@liquid06
make links look like links
Distinguish links from the rest
of the text.
You shouldn’t need “click here.”
original revised
The November/December Newsletter is
now available
The November/December newsletter is
now available
Mentor applicants, please use this form Apply to be a mentor.
If you are unable to find the book, click here
to go to interlibrary loan
If you are unable to find the book, use
interlibrary loan
make links meaningful
use active, direct voice
original revised
Eligibility will be verified by the library. We’ll verify your eligibility.
The Library Instruction Consultation
Request Form may be used for requests.
Request an instruction consultation.
Patrons must sign in to renew books. Sign in to renew books.
write as a conversation
New York Public Library
NCSU Libraries
organized content
logical, skimmable, point-of-need
Writing with Clarity on the Web
use headings
prioritize
organize
facilitate skimming
University of
Michigan Library
try active
verbs in
headings
use bulleted lists for items/options
Duke University Libraries
use numbered lists for steps
start each step with an imperative verb
but minimize instructions
“Your objective should always be to eliminate instructions entirely by making
everything self-explanatory, or as close to it as possible. When instructions are
absolutely necessary, cut them back to a bare minimum.”
- Steve Krug, Don’t Make Me Think
Writing with Clarity on the Web
use tables for related content
use parallelism
parallel grammatical structure makes content easier to read, scan, and comprehend
NCSU Libraries
Writing with Clarity on the Web
UNC Chapel Hill
Libraries
questions about organized, task-driven
content?
readable content
easy on the eyes
avoid justification
inconsistent spacing between words is
harder to read
avoid ALL CAPS
they are harder to read and makes
it seem like you’re shouting
avoid needless
capitalization
only use Title Case for titles and
proper nouns
avoid italics
left justify, rag right
left justify rag right
love white space
UC Riverside Library
between lines
between paragraphs
around images
authentic content
be yourself
write like you talk
treat it like a conversation
“read aloud” test
do you sound friendly?
are you easy to understand?
do you sound like yourself?
use active voice
Review: When more applicants apply than we can fund, we ask UA faculty to conduct peer review. We seek at least two
reviewers, but prefer three. We consider conflicts of interest and prefer complementary expertise outside the applicant’s
college. If we need college expertise, we avoid departmental conflicts. Each reviewer normally reviews all pre-proposals.
For large multi-investigator applications, we may ask external reviewers and deans.
be friendly
be informal
United States Digital Service (USDS)
MIT Libraries
express yourself
“If you aren’t having fun creating content, you’re doing it wrong.”
- Ann Handley
questions?

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