Contact
SLU's web team, webbredaktionen@slu.se
When it comes to the web, how you write not only affects readability for individual visitors, but also how easy it is for search engines to find your pages. On this page you will find some tips for making your web pages more reader-friendly.
Web pages are seldom read in their entirety. Visitors prefer to quickly scan a page looking for information. This is why it is important to clearly show what a page is about. There are several ways of doing this:
Headings do not have to be short, it is more important that they are clear (within reasonable limits). A heading should:
Subheadings are important. If you start by writing your subheadings, structuring the text will be easier. It is a good idea to use subheadings that are active, explaining what the visitor can achieve by reading the text, or what he/she should do.
Always use the styles available in the web editor for templates, as this will make it easier for search engines to find the headings.
How easily a page can be found by search engines is to a large extent decided by how the page is created in the web editor. You can increase searchability by entering a page title, using the preamble field and applying heading styles. The number of links to and from your web page will also affect searchability.
Do use images, but not only as decoration - make sure they go with the content. Take care when writing the caption, as this one of the most frequently read elements on a page, and a very useful tool for putting your point across.
Make sure that links that connect to a new format/new file (Word document, pdf etc.) or to external pages (outside SLU) always open in a new window.
Write link descriptions that help the visitors - they should not have to click on a link to see where it takes them. The link text should normally be the same as the heading of the page it leads to.
Check if the link is easy to find on the page, if not try and emphasise it e.g. by using a bullet list, an indent or bold.
When writing in English, use the full name: the Swedish University of Agricultural Sciences. The abbreviation SLU may be used in running text, provided it is explained the first time it is used. The names of departments, units etc. should be capitalised. For more information on names, please see the guide on writing and style.
Under Communication/Language & writing you will find more information on languages and writing, including links to the SLU language policy, tips for plain-language writing and what to do if you need a translation.
If you want to read more, you will find a collection of interesting articles on web writing by web usability expert Jakob Nielsentry in the web-writing section on useit.com.
Good luck!
The web editors (webbredaktionen@slu.se)
SLU's web team, webbredaktionen@slu.se