Writing usable copy

I blog about usability. So, of course, what area of usability have I completely overlooked? Writing. I read a great article on copywriting today, Five Easy Steps to Editing Your Own Work. It made me think. My usability blog probably isn’t very usable. I work full time and go to school full time. My blog writing probably reflects that. It shouldn’t.

Writing usable copy for the web is a lot different than writing an APA formatted research paper or a company memo. Web users don’t like to read big blocks of text. They scan. They read headings, bullet points, bolded items, etc. If usability is “how easy something is to use”, then make web reading easier for the user by breaking up the copy and putting up signs.

• Use accurate and clear headings. Most users won’t read through a bunch of big paragraphs. You have to make it clear and easy where they can jump in and get what they want.
• Start your paragraphs with the bottom line. Don’t make users read the entire paragraph to get to the point. Tell them upfront what the paragraph is about.
• Use bullets for lists. Users like bullets. Give them bullets and put some meat in there. They should be able to get the gist of what you’re saying by reading your headers and bullets. If they want more detail, they can read more.
• Bold key words. Users also notice bolded words within paragraphs. They assume they’re meaningful. Make use of bolded key words, but don’t over do it. If every thing is bold, nothing stands out.
• Write like Hemingway. Hemingway is known for using small words, short sentences, and few adjectives. Don’t let your words get in the way of your point. The reader probably won’t stick around for it.
• Write like you speak. Marketing agencies know that it’s easier to read things that sound like regular conversation than it is to read academic papers. Most of us use contractions when we speak. We don’t say, “I do not approve”. We say, “I don’t approve”. If it’s easier, it’s more usable. Use contractions.

Usability in writing is like usability in anything. Make it obvious. Stay out of the way. And keep it simple.