The Linguist is a languages magazine for professional linguists, translators, interpreters, language professionals, language teachers, trainers, students and academics with articles on translation, interpreting, business, government, technology
Issue link: https://thelinguist.uberflip.com/i/99426
INTERNET FOR BUSINESS IMAGES �� ISTOCKPHOTO announced the subject ���Left luggage���. The first 43 words could have packed in so much more information if they had read, for example: Locker storage ��� 24-hour access ��� for deposits and withdrawals ��� ��8 for first 24 hours, ��5 per 24-hour period after that ��� Payment by Visa/MasterCard or cash (change available) ��� Secure ��� video surveillance ��� Locker size ��� 60 x 80 x 70cm This kind of presentation works much better than running text on screen, where tracking lines of dense text is harder than on paper. It also sits well with web users��� tendency to skim-read, scanning for relevant keywords and links. A bullet list of top tips for easy-to-read web writing might look something like this: ��� Use bullet points where appropriate ��� the white space they create reduces the strain on users��� eyes ��� Don���t fill up space just for the sake of it ��� Be inspired by the sparseness and focus of the Google search page ��� Keep paragraphs to five lines or fewer, so they can be read quickly ��� Write lots of meaningful subheadings to facilitate skim-reading (one per paragraph isn���t excessive). And if you can���t come up with subheadings, maybe it���s because there is no clear focus to your paragraphs. Links Choice of words important on the web: the wrong words on your page (or in your metadata) may mean your content doesn���t get found. Try to include the words that potential users might enter in Google. Take the example of swine flu: during the epidemic, worried members of the public might have googled ���swine flu���, while scientists and other experts searched for ���h1n1���. But it���s hard to imagine many people typing in ���novel influenza���, a term invented so that consumers wouldn���t be put off buying pork. On multilingual sites, such as those of the European Union, users��� likely search terms will affect how web texts are translated. Translators may think it worth deviating from official terminology to make a text more findable. The French term ���PME���, for example, can be rendered in English as ���SME��� (small and medium-sized enterprise), but more people would search for ���small businesses���, so a translator might consider using that in the text. There is a wealth of advice out there about writing for search engines, and about other aspects of web writing not mentioned here, such as navigation labels. The web writing section of useit.com is a good place to start. But if, for now, you���d be happy with just the most golden of golden rules, think of your users and keep it short. With any writing, the concepts and words you use will depend on the purpose and the target audience. But choosing the right words is doubly Notes 1 One alternative would be: EU report ��� support for sustainable drylands in Africa (2009-11). Links are a crucial, and unique, part of web writing. Like road signs, they enable users to decide quickly whether or not to take a particular turn-off. For that, they have to be both short and specific. More tips: ��� Avoid links that read ���click here���. It doesn���t identify the subject, can be confusing for the visually-impaired, who use screen readers, and misses an opportunity to help people find your page via search engines (which pay special attention to words used in links) ��� Over-long links are equally bad, because users won���t take the time to read them ��� Don���t write a paragraph just to serve as a frame for a link. Stand-alone links are fine. ��� It doesn���t matter if the link text isn���t identical to the title of the linked-to page, as long as there is no risk of confusion. If you want some practice at link writing, have a go at improving this bad one (and avoid looking at my suggestion):1 To read the European Union report to the UNCCD on the policies, financial instruments and projects that supported sustainable drylands management activities in Africa over the period January 2009December 2011, click here.