Reaching a Web Audience

Good web texts are not the same as good print material text Online readers tend to “scan” texts, perceive content very selectively and decide within a few seconds whether a text appears to be worth reading. In the following we provide you with features and recommendations for writing web content in order to immediately engage your readers and display your content in a clear and informative manner.

Headings

Headings communicate which content is found in the text that follows. Headings should...

  • awaken the reader’s interest.
  • be specific and concise.
  • use keywords - that is helpful for both users and search engines.
  • be short (40 to 60 characters).
  • engage readers - by using calls to action (Become a member - 5 good reasons), numbers (The university in two minutes), statements (We support) or questions (How can I study abroad?)

Teaser

A teaser is a short text that encourages the reader to explore more. Teasers should...

  • only be used on longer pages - readers can easily scan the content on shorter pages.
  • be short.
  • include keywords.
  • present the page topic concisely and highlight its relevance.

Text

  • The most important content comes first: Answer all the “W-questions” in the first paragraph.
  • Place keywords at the start of the text and preferably at the beginning of sentences.
  • Write as concisely as possible - 50 % shorter than a printed text.
  • Compose short, informative paragraphs - one paragraph per idea.
  • Use short sentences.
  • Write well-structured text.
    → see paragraph “Sub-Headings” for more information.
  • Uses links to direct readers to background information on other pages
    → see the paragraph “Links” for more information.
  • Statements should be supported by numbers, graphics or quotes.
  • Make generous use of text-image combinations, bulleted and numbered lists, or other graphic design elements to present content clearly.
  • While revising existing texts, take the following steps: Cut, structure, simplify
    → see the paragraphs “Wording” and “Style” for more.

Sub-Headings

Sub-headings help readers to quickly locate the content they are looking for. Sub-headings should...

  • be short.
  • structure the text in terms of topic or focus.
  • be used once a text includes at least three paragraphs.

Wording:

Please always consider: What information does my target audience need? What interests them, how do they profit from this information? Use language that...

  • your target audience understands.
  • is specific and concise.
  • contains few (if any!) filler words and adjectives.
  • prefers verbs to nouns and uses active verb forms or calls to action.
    ”Please apply by 15 January…” instead of
    “Applications are to be sent by 15 January to…”
  • avoids abbreviations in running text. Exceptions include words that are almost always abbreviated (like etc.) and units of measure (500 m).
  • prefers short words and leaves out unnecessary ones:
    “a presentation about studying abroad“ instead of
    “a presentation on the topic of studying abroad”.
  • uses few, if any, loan words or technical terms.
  • avoids redundancies.
    „Experiences have shown…“ instead of
    „Experiences of the past have shown…“ – Experiences always lie in the past.
  • Avoids quotation marks (except where someone is being quoted directly).
    “There are consecutive and continuing education master’s study programmes.“ instead of
    “There is a distinction made between “consecutive” and “continuing education” study programmes.” → see the section on “Recommended writing style” for more information.
  • Gender neutral is: using both the male and female forms of a (German) noun (e.g. Studentinnen und Studenten). If spaces is limited, or for variety, you may also use a gender neutral term (Studierende, Beschäftigte, Fachkraft). If this option is not possible, you may use the plural format with a capital I (StudentInnen)
    → see the flyer (in German) “Gender neutral language” for more information.

Layout

  • Avoid writing in ALL CAPS. If you would like to emphasise part of your running text, please format this part in bold.

Links

Links can be used within the running text to quickly direct readers to additional, in-depth information.

  • Please make sure to select the “internal” option when creating internal links – please do not simply copy the link from the front-end view and include it as an external link, but make the appropriate selection by opening the link dialogue and entering the page ID number. You find the page ID number by scrolling down to the greyed-out area on the page in the frontend.
  • Avoid linking the words “here” and “more” as they are not legible for screen readers for the blind. Link the words that give a hint to the real content behind the link.
  • Please try not to use a complete URL as a link. If there is no alternative, place the link at the bottom of the text. The URL should be short and not include any line breaks.
    –rz.uni-konstanz.de
  • Please link directly to the web page where the specific information is located and not to a more general or start page. You can also create links to jump to a specified section of a text or page.
  • When a link has been inserted, it is displayed automatically with blue underline formatting.
  • Please make sure your links work before publishing them.
  • Double check them regularly.

Please contact our online editors if you have suggestions, comments and ideas for improving a page.