Content On The Website - Design, writing and language

Content On the website will depend directly on the theme of the Web. Most users who go to a website do so in search of information.
content on the website
      content on the website

The language used to provide information on the internet must be sober, concise and concrete.

Content On the website will depend directly on the niche of the Web.
The vast majority of users who go to a website do so in search of information, which can be presented in the form of (text, images, video, audio).
It is important to keep in mind that WWW is a different means of communication from those that until now were known (television, radio, press, etc.); The navigator turns from page to web page at the click of a mouse and generally spends little time on the same page.
Therefore, textual information should not be abused, since there are very few visitors who read a Web page completely.
It has always been said that an image says more than a thousand words, and although a Web page is not a television program, the images are always important.
You must list the information you want to include on the Web. This information must be significant, and useful for the public, in most cases, taking into account what interests them and not what interests the author.
The language used to provide information on the internet must be sober, concise and concrete.
The insinuating and ambiguous language that can be perfect for graphic ads or brochures does not work well.
Everything that is done contributes to the public's image of the company, brand, product, institution or service.
The Web is no exception and any feeling of frustration that the user experiences will not be channeled to him or the authors of the website, but to the image created.
Whether a Content On the website, merchant or advertiser of a promotional website, its success in the increasingly motley Internet depends on converting a casual visit to a site into something that feeds its exploitation model.
If your income depends on advertising, as is the case with many content sites, you will need a lot of visitors (who visit the site for the first time or are already regular.)
It will be of interest to a company to maximize the number of transactions that flow on its website.
If you present a promotional website to generate advantages in your business, you will want your website to act as a business card as your credibility, brand, and reputation.
Whether or not the combination of advertising and commerce depends on offering a quality user experience to visitors.
Converting casual visitors into loyal users and potential online buyers into paying customers is important in view of what it costs to create and maintain a site.
These " conversion " problems can be very difficult to solve and is the biggest obstacle to earning revenue from Web businesses.
It is not cheap to create a web user base on the Internet. It is essential for Web sites to retain new customers through existing services provided by the site.
The response to the acquisition and maintenance of Web users does not necessarily depend on expensive e-commerce systems or fantastic graphics. The real solution is in the relationship, or exchange of values, that is formed between the website and the visitor around the differentiating content.

Content Design


Usability studies indicate that users perform the following process when they access a new page:
  • Look immediately at the main content area
  • Tour it looking for headlines or other directions
  • If the content is not of interest, scroll through the navigation area to decide where to go
From this point of view, the content is number one.

Writing for the Web


Although it is important to be grammatically correct, it is important to present it based on the way it will be read. In that line it is convenient:
  • Be brief and concise. Write no more than 50% of what you would write in a print publication.
  • Type to search, short paragraphs, bulleted lists, subheadings ...
  • Use hypertext to break extensive information on several pages.

Keep your texts short.

Research has shown that reading from the screen is about 25% slower than reading from paper. We also know that users do not like to scroll, so try to adjust to the first of the indications.

Make your texts readable

Be careful with "words" and spelling mistakes. You should always use a spelling and grammar checker before publishing a text. But it is also convenient to review the texts to avoid those gaps that ignore even the automatic proofreaders.


For the reasons already expressed, users tend not to read large text strings. A study by John Morkes concludes that 79% of users take a look at the page as it arrives, and only a few read it letter by letter.

To favor scalability the web writer must:

  • Structure articles with two or up to three levels of headline
  • Use meaningful titles and subtitles
  • Use bulleted lists and similar items to break the uniformity of text blocks
  • Use remarks, bold, or whatever to capture the user's attention.

Flat language

Flat language

  • Fragmented pages
    On the web, it is convenient to start the page with the conclusion, the paragraph with the most significant phrase and this one with the most relevant word.
  • Try to follow the rule of one idea per paragraph.
  • Use phrases with a simple structure.
  • Limit the use of metaphors, be literal.
  • Be careful with the use of humorous or sarcastic resources
Lay the text without sacrificing the depth of the content and divide it between different nodes with hypertext links.
Do not segment a long linear text (p. Next, etc.), try to divide it into content areas so that the user knows more about the link than the page number he is going to see.
Remember the inverted pyramid principle, first, present a brief conclusion and link with the deepest contents.
Although we have all become accustomed to scrolling through the content pages, the truth is that both in these, and especially in navigation, users have a tendency to judge or choose what is seen at the beginning.

Page Titles

Writing for the web is often writing to be found.
Page Titles

We must know that many search engines will present our page with the content of the <title> tag, so it may be interesting to follow the following instructions:
  • The optimal title must have between 2 and six words, between forty and sixty characters.
  • Different titles must correspond to different titles.
  • Remove the articles from the beginning (think of the alphabetical lists)
  • Place the key elements at the beginning of the title.

Writing headlines

They are very different from press headlines for two reasons:
  • Web headlines are often shown out of context.
  • Even in their own environment, they enjoy less support from auxiliary elements (photos, subtitles, etc.) due to the limited screen space itself.
The main indications to follow to write headlines for the web would be:
  • Clearly explain what content the information will have in terms that refer to the user.
  • Write in plain language, leave literature aside.
  • Avoid those titles that try to encourage people to click to find out what the subject is, people are already very burned with those tricks.
  • Skip the start articles.
  • Put the keyword at the beginning.
  • Don't make multi-page titles start with the same word.


Everything we are talking about fails when the user cannot read the text. There are a few basic rules to ensure readability:
  • Use high contrast colors for text and background. The optimum is black text on a white background, although the reverse is almost as good. Among the most disastrous combinations, we can mention pink text on a green background, which can be even impossible to read for colorblind users.
  • Use graphic backgrounds that can interfere with the ability of the human eye to interpret lines and letters.
  • Use sufficiently large font sizes. Keep small letters for footnotes or legal notices that few people will read.
  • Leave the text I want, move it, blink it or scale it will make it difficult to read.
  • Justify it to the left. Naturally centering texts is convenient for some effects.
  • The small text is more readable if we use sans-serif family fonts, true, ...
  • Avoid using uppercase texts. Text in uppercase is read about 10% slower than one in uppercase and lowercase.


There is so much content on the web that it is important to give elements to the user to increase the credibility of our site.
Make the page look professional, avoid heavy funds, animations to link to the mail, etc.
The beautiful graphics do not always affect the usability of a page, but it is also true that the visual aspect must be taken care of since it is the first thing the user will see.
In the future, it is possible that the concept of credibility is objectified by more or less official ratings or rankings.

Web Communication: the value of network contents

A website must provide a series of the content characteristic of an online medium. There is a debate about how the information on the Web should be so that we can talk about authentic Web communication.
Everything revolves around the contents since they provide users with the Internet key.
The search, structure, and design of user-centered information will enable these contents to become the differential value of a website.

The value of the content

The best proposal of any website to obtain loyalty to a user is to offer quality content. It may be obvious, but having differentiating content distinguishes Web sites.
This produces a need that causes the user to return to the site on a regular basis. And clearly, the differentiating content offers a whole series of mechanisms (forums, bulletin board, chat, email, etc.), to establish a relationship with the user that in turn allows him to interact with other users who translate into a user experience in which the differentiating content constitutes the essential ingredient of Web communication.
But we would have to ask ourselves what that differentiating content should be, who creates it, and how to know that it is really contributing significant value to the website.
Defining quality content is talking about content that differs from the usual that any general website can offer.
Quality content is rather scarce on the Web, it is not easily obtained or available.
For some content providers to give that added value to the content is to offer something valuable to the users. Therefore, to talk about differentiating content is to consider the improvement of user interaction with the website.
To understand the difference of the contents on the Web, we would have to start from the free contents and subsequently reveal the added value of the quality contents.
Websites offer a whole series of free content with the aim of attracting and maintaining Web traffic. Anyone who knows the activity of the site to consult without having to pay for what they are looking for.
In this first stage, the contents must be of sufficient quality to provide the visitor with the idea that what they are looking for is on that site.
A percentage of advertising revenue will depend largely on this traffic and will be the basis for obtaining user loyalty by offering the option of differentiated content, in a space reserved for subscribers and contributing a whole series of factors that will make that the interaction becomes the added and differentiating the value of the website and its contents.
That is, an added value represents a payment or a free registration where the user requires personal attention for that contribution of money or information from him.
Web sites must define the relationship they want to establish between what they offer and the Web user. This relationship is based on the objectives of the Web. Because the contents of an entertainment website vary clearly from a real estate information site.
Mai-lan Tomsen (2000) proposes categories of content exchange values ​​based on the objectives of the site and the user experience and needs.
Websites should study whether they offer the expectations generated by the user and know if they meet the objectives of their website.
Tom makes it clear that the services offered by one site do not have to be effective at another site and that, of course, the contents and services are constantly evolving.

The four categories are as follows:

  • Promotional: Thematic information about a particular product or company on the Web in exchange for brand recognition.
  • Commercial: Offer products in exchange for payment.
  • Content: Offer added information (news, opinions, etc.) in exchange for traffic on the site to see your advertising.
  • Entertainment: Provides multimedia content in exchange for traffic to view advertising or references from other sites.
Most websites offer at least one of these categories depending on the content and, as we said, the objectives.
The majority of Web users look for content that will form and inform them (although we must not ignore the transcendence of the entertainment fields such as music and television).
Internet users value the wealth of online information. In fact, the most visited sites are those related to search engines and news information sites, information forums and services.

Web information structure

Having information of interest is, without a doubt, the first step in building an information system on a website.
The usefulness of information is clearly defined by its coherent organization. We see many websites that have a good raw material but, nevertheless, the lack of coherence makes it unavailable to a Web user.
The amount of information posted on the Web makes the organization of the information a key piece to achieve differentiating and quality content.
The responsibility for organizing the information on a website rests with the information architect. This architect has, in turn, four main functions:
  • Define the objective of the system.
  • Determine what content should be included.
  • Devise and specify the mechanisms of organization and search in the system, that is, define how the contents will be found by the user through the organization, the navigation system, and the search system.
  • Define a clear policy on the maintenance, updating, and growth of the system.
A task that requires a multidisciplinary training with knowledge of information organization, information technology, organization management, graphic design, marketing, information psychology, usability engineering and HCI (human-machine interaction).
From this multidisciplinarity, it is important to highlight the global perspective of the system and not focus everything on the particularity of the Web.
The global vision will help us organize the information on a website and specify the scheme and structure of the organization. The scheme can help us to group the different information components and the structure will define the relationship between those different components.
A grouping by alphabetical order, by chronology or by geographical order, will allow them to look for a user who knows what they are looking for. It helps define the exact information of what is sought.
However, ordering by decimal classification has a certain subjective character; Although it has a certain logic, we must have previous knowledge of certain subjects in order to access the information.
The same as the ordinations by themes or by functions. The search will depend on the learning and experience that the user may have.
If an alphabetical order is accurate, a classification by subject is totally subjective.
What we find on most websites is a hybrid between the two types of organization. For example, a Web portal presents a very scattered information in which the search for some content can be complicated.
It is generally decided to organize some themes in alphabetical order. It is a formula that allows homogenization of the dispersion.
The relationship between the different components of the information to be organized is what we could define as a structure. We are talking about an important criterion, among them, how you can move from one element to another in that relationship.
The hierarchy is the most frequent structure when looking for information, which is perhaps the one we are most used to, to think in a linear way in order of importance. Although really our way of thinking is more unstructured and links fragments and ideas with each other; The hypertextual structure will allow us to link different areas of the same theme.
However, another structure, the relational one, will allow us to access information in an open way when we do not know the organization of what we are looking for.
And to move through the organization of information we use navigation.
Speaking of navigation means using a metaphorical language that facilitates movement through a more or less organized information space. The purpose of navigation is to facilitate the location of the user.
Navigation would be equivalent to orientation.
A system that indicates the point where you are, where to go, where you come from or where you can return. There are many systems used to facilitate information orientation, from navigation bars, drop-down menus, web maps, etc.
To the organization and navigation, we would have to add in every information system the third element so that a user can access what interests him, is the search.
It is one of the main problems found by the information architect. Each user searches differently.
If the organization of information can be, as we have seen before, subjective, the search can still be more.
The challenge is to design and develop information systems and websites that allow better information management and can be applied where they can be most useful. And, above all and most importantly, to help increase people's mental possibilities.
The mental models of each user, both to organize and to search are absolutely personal. Probably the user searches for information in the way he would have organized it.
The important thing, regardless of the quality and power of information systems, is that the system be able to understand user behavior. The effectiveness of the website is determined by a design and user orientation.
The Web is an environment in which power is in the hands of users. The user, who clicks on the mouse, decides everything.
From the user's point of view, the web information system must have a balance between utility and usability. Understanding utility as something that can be taken advantage of and usability as the ease of use of the system.
The usability problems of a website can basically be summarized in the lack of standardization of the interfaces and the complexity of use. In general, all tools do the same, but the way to do it is different.
The philosophy of each tool differs from one brand to another. This means that for the learning of most applications, a certain level of prior learning is required, which implies that knowing how to use a program implies an important added time.
In general, without applications and systems that are not very intuitive and unfriendly that incorporate many options that go unnoticed by a user that in the end are not usable.
Hence, the success of browsers and Web technologies, since they are simple and require a short learning time.
The reasons for the low usability of the information systems of a website are determined because the design of the information is not user-centered; In other words, it is not intended for those who will use the system.
Usability studies show that information search and navigation can be very frustrating.
Users often have trouble understanding the proposed schemes and how the information is organized: graphic designs that do not contribute anything to the structures, little help to build a mental model of information , the poor efficiency of the links that do not indicate where they are going and what can be found and even, readability problems of the texts.
If we add to these inconveniences the low reliability of the system and that users do not consider it safe, the underutilization of all possibilities, accelerated obsolescence and, above all, the inability to generate the necessary information, we find the decrease in utility that a Web system can offer.
Therefore, the increase in usability and usefulness is an important challenge that information architects must assume. We could summarize it in four ideas:
  • Reflection on the specification of the graphic design of the Web sites.
  • Reflection and analysis of web browsing.
  • Design simple pages and websites.
  • Create content adaptable to the Web.

Content On The Website - Design, writing, and language:

Web information design

The challenge is to design and develop information systems and websites that allow better management of information and can be applied where they can be most useful. And, above all, and most importantly, they help increase people's mental possibilities.
The structure of the system must be oriented to take advantage of our skills and not so much to automate certain actions that turn the Web into a simple click on links and fragments.
Hence, working on the presentation of the contents is part of the information design, since the Web maintains an information overload that will help us to differentiate one content from another.
We must not forget that, despite the form, the content comes first.
You can establish a whole series of rules that make the contents and information of a website to increase your communication possibilities. These rules can be applied both in the text and in the graphic image.
The visualization of the information will help the user to select the nuclei of interest and digest the information.
Being succinct, writing to find things, using the hypertextual way of structuring the information ... In short, writing for a website will make the contents differentiating and that the user gets to the point of the information.
Most users seek simplicity and establish a Web communication, means that they are looking for clear approaches in the information that a Web site can offer. And the improvement of user interaction is contained in three ideas:
  • Quality content
  • Update of information
  • Easy to use
If a website provides these three keys, we can say that it offers a differentiating Content On the website.

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