Text

There is virtually no difference between writing well for the web and writing well for mobile text. The content should be short and precise, and the overarching guideline is to deliver the same information but in less space.

How does it work for you?

On a mobile screen, it quickly becomes apparent how the task is accomplished. Once you have a responsive design template on your pages, you should review your content on your mobile phone. How does it work for you? As a web editor, you are the one who can adjust the user experience.

With a user-centric view

We tend to write overly long texts for the web, wanting to deliver a lot of information. The best advice is to try to adopt a user perspective and assess what information the user needs to receive. It can also be a good idea to test pages with your users. How do the pages work for those who need to receive your information?

General recommendations

Here are some general recommendations for reviewing and editing web texts. Of course, texts vary greatly. Whether it's a text about a social event on a Friday afternoon or a research-oriented article, it’s important to remember that the text is for the web, not for an e-book reader or the printed version of a journal.

The most important information first

Why am I visiting this page? Put yourself in the user's shoes and see if the text answers their questions.
Is the text concrete and direct, so the user gets something from the first line? There should be relevant and clear information for both 20-second visitors and 10-minute visitors, making it easy to assess if they've landed in the right place.
Is the next most important information no longer crucial? Then cut it out.

Write concisely

Are short sentences used, making it easy to skim and read the text on the web?
Has space been used for relevant information, or is it also occupied by filler? Remove any words that do not contribute to the meaning of a sentence.
Are there many explanations of sentences, such as 'That is to say...' or 'This means that...'? If so, consider rewriting them.

Break up the text

Is the text divided with headings that cover the individual sections? The headings provide the reader with a quick overview of the text. They act as signposts and indicate that a new topic is being addressed in the text.

Write directly and relevantly

Is the text for the user? It should always be receiver-oriented rather than sender-oriented.
Does the text reflect that AU has considered who will read it and why?
Is the text too insider-oriented? It should be understandable to a new employee, an external stakeholder, etc.

People are interesting to people. Therefore, the text should address the reader directly (e.g., using "you" or "your"), if relevant. Using quotes or stories from others can make it more relevant.

Guide the user

Overall, users should not have to stop, be unsure about the message of the text, question the page's relevance, or be left with too many unanswered questions. Clarity and accessibility are key.

Is the text easily accessible and tailored to the target audience?
Check the text’s readability index (LIX) in Siteimprove.

Is the language consistent and coherent throughout?
Can users easily explain what they gained from their visit afterward?
Is it easy for users to do what they need to do? Whether it’s signing up, finding more information, sharing information, etc., after they’ve reviewed the content?