Writing for web

 

Web writing should:

  • Improve the user’s quality of professional life
  • Be clearer, more useful, more easily understood while maintaining a warm, professional tone
  • Speak to readers in a warm, explanatory way, as through storytelling
  • Be presented in the most efficient, clear way

Shorter copy length for easier reading

Readers scan and skim for keywords that match their task. Our writing should be explicit in what we’re asking users to do and not make them read more than necessary. For example:

  • Too long: If you haven’t already done so, you can sign up for our newsletter to receive deals and special offers delivered directly to your inbox.
  • Better: Sign up for our newsletter to get special offers.

Users will read more when they are more interested in a subject, but still want to quickly get in and out.

First impressions matter

Pages with a clear value proposition can hold attention for much longer. Our job is to quickly show users the usefulness of the page.

Well-written, well-formatted copy can encourage users to read more. When writing, use:

  • Short, direct paragraphs
  • Bulleted lists
  • Subheadings
  • Descriptive link text
  • Concise, plain language presented in short sentences
  • Positive, professional voice and tone

Write in brief paragraphs

Use short, simple sentences within short, direct paragraphs.

  • Write in the inverted pyramid style (Don’t get to the point—start with it; put the least important information at the bottom)
  • Give new information its own space

Headings and Subheadings

Headings and subheadings should be direct, descriptive and succinct.

  • Use sentence case for headings and subheadings. (Note: This differs for other RSNA departments.)
  • Capitalize only the first word and any other proper nouns. 

Well-written headings in well-organized content help readers:

  • Scan to get the point
  • Follow the flow
  • Manage the amount they can deal with at that time
  • Aid in search engine optimization

Bullets

Always use circle bullet points in initial copy or letters not developed by a designer. Both web and graphic designers have license to vary from this format as needed for creativity and visual interest.

Bullets:

  • Support scanning
  • Illustrate relationships between items
  • Break up complex information
  • Highlight priority content

Be consistent in the format and purpose of a bulleted list. Items should:

  • Have similar line lengths
  • Use parallel sentence structure
  • Pull related ideas together

Punctuation

  • Capitalize first word and proper nouns
  • Only add period if it's a full sentence
  • Capitalize sub-bullet points

Descriptive link text

Descriptive link text stands out and should give a reader an idea of what they will see if they click the linked text.

Examples of good use of linked text:

  • The International Travel Stipend Program provides assistance to eligible members.
  • The International Travel Stipend Program provides assistance to eligible members.

When possible, avoid:

Learn more about the annual meeting.

Don’t use:

Click here to learn more about the annual meeting.

Information about the annual meeting can be found here.

Calls to action

A call to action (CTA) is a link or button label that asks the user to take the next step. Guidelines for well-written CTAs are:

  • Limited to five words or less
  • Start with an active verb
  • Use standard language

CTAs should also clearly communicate to the user what’s on the next page, so they know what to expect.

Common examples:

  • Read more
  • Sign up/ Sign in/ Login / Register
  • See/Access the collection
  • View details
  • Submit

Web terminology

Always use lowercase for the following: internet, website, webpage, web unless they are being used as the first word in a sentence and require capitalization for that reason.

URLs

  • Always list URLs in italics when using regular type. If running body copy in italics, then change URLs to regular type.
  • Always capitalize RSNA, but not .org.
  • Use caps for acronyms, such as RSNA.org/IRIYA.
  • In other instances, use title case after the /. Ex.: RSNA.org/Education.
  • Never use .aspx, spaces, tabs, commas, apostrophes, slashes, quotes or any symbol.

Vanity URLs

Vanity URLs are redirects that push users from one URL to another. They keep links concise for easier use in print. Redirects have the potential to negatively impact search engine optimization, so it is important to use them strategically.

Vanity URLs should be short and descriptive of the content. Keep them to no more than two words, if possible, separating words with hyphens. Use only letters and numbers.

Good example: RSNA.org/Meeting-Pricing

Bad example: rsna.org/how-much-does-it-cost-to-attend-the-annual-meeting?

To request a vanity URL, email itsupport@rsna.org. Include the vanity URL you are requesting and the URL it should point to.