Writing for the Web
User-interface text basics
User-interface snippets like the text of buttons, forms, and FAQs are some of the most influential and (ideally) helpful pieces of copy on a site, and they should get as much of an editor’s attention as any other text.
Think about it: How often have you abandoned a registration form, a checkout procedure, or a site because you couldn’t navigate, couldn’t understand the process, or couldn’t find help? If you’ve ever done so, you’re not alone: Studies show that more than half of those who start shopping online give up before paying (sources: Marketing Sherpa study, PayPal study). Customers cite many reasons for bailing out, including bugaboos that writers and editors can help improve: annoying registration forms, procedures with too many steps, a lack of customer support or help information, an inability to determine user names and passwords, and so on.
Keep these general guidelines in mind as you and your team develop your site and write UI text:
- Use consistent terminology. For instance, don’t call a feature a “Shopping Cart” on one page, a “Cart” on another page, and a “Shopping Basket” on a third. Choose one term, note it in your word list, and use it everywhere. In addition to eliminating confusion, consistent terminology helps people stay oriented on your site or in a process, such as a registration or checkout procedure.
- Create written “signposts” to guide visitors around your site. These can be in the form of a text-link “breadcrumb trail” (for example, Recipes > European > Italian > Pasta Fagioli) at the top of the page, Next and Previous links at the bottom and top of long articles, a navigation bar that highlights the section that a person is in, and so on.
TIP
Create a consistent page-to-page experience. Place repeating page navigation (often called persistent navigation) in a consistent location throughout your site. For example, if a Help link appears in the top-right corner of your homepage, it should appear in the top-right corner of subsequent pages.
- Anticipate questions and needs. And respond to them by placing the right piece of text where the reader needs it. For instance, if a file on your site requires specific software to open it (such as Adobe Acrobat or Flash), place a link to download the software near the file. Similarly, place explanations related to the use of personal information (such as your site’s privacy policy) close to any request for personal information.
Browse the articles in Write Clear User-Interface Text for specific guidance on the different types of UI text you’ll find on most sites.
