1. CLEAR CONTENT IS KING Sasha Im Web Content Strategist sashaim@uw.edu

2. CONCISE CONTENT = MOBILE FRIENDLY > Writing and designing for mobile is like moving to a much smaller house. > You can’t—and shouldn’t—take everything with you.

3. MOBILE BROWSING > DESKTOP

4. WE DON’T READ. WE SCAN. We’re usually in a hurry We know we don’t need to read everything. We scan for relevant things. Source: killerinfographics.com/10-reasons-to-invest-in-visual-communication.html

5. HOW TO CREATE CLEAR CONTENT  Cut 50% of your content  Use plain language  Use images for better understanding

6. EDIT WORDS, CUT FAT

7. BE CONCISE Volunteers at the [Tate] University Faculty Housing Service render a useful service to new and visiting university faculty and staff requiring short or long-term housing. (25) The Tate University Faculty Housing Service helps new and visiting faculty and staff find housing. (15) We help new and visiting faculty and staff find housing. (10) New to Seattle? We’ll help you find housing. (8)

8. PLAIN, FRIENDLY LANGUAGE > Use friendly language. > Avoid jargon. > Plain language is not dumbed-down text. > Key messages are not oversimplified. > Accuracy is not compromised. > Messages are made clearer by plain language.

9. CLEAR, ACTIVE, FRIENDLY  SSNs will be used by the administration to check the identities of students to prevent duplicate participation. (17)  Your social security number will be checked to make sure you haven’t already enrolled in our program. (17)  We ask for your social security number to make sure you haven’t already enrolled in our program.(17)

10. CUT REPETITION  The annual event provides students with the opportunity to showcase the many ways they are engaging in leadership and service. Through a gallery of student projects and oral breakout sessions, students present their engagement and discuss their service and leadership experiences with other students, faculty, community partners, civic and university leaders. (52)  The annual event allows students to demonstrate their leadership and service through a gallery of projects and group discussions. (20)

11. CUT 50%? WHAT?  It’s easier than you think  Less content will increase readership  Less content increases action  Concise content is mobile friendly

12. REDUCE OPTIONS = MORE ACTION Source: https://vwo.com/blog/reducing-choices-landing-page-increased-revenue-19/

13. REDUCE OPTIONS = MORE ACTION Source: https://vwo.com/blog/reducing-choices-landing-page-increased-revenue-19/ Bounce rate: -8.5% Transactions: +11.4% Revenue: +19.7%

14. CUT OPTIONS = INCREASE ACTION 24 jams  3% sales 6 jams  30% sales Source: Sheena Iyengar, Columbia Business School, The Art of Choosing. https://www.ted.com/talks/sheena_iyengar_choosing_what_to_choose?lang uage=en

15. IMAGES HELP PEOPLE READ & REMEMBER

16. USE IMAGES Images + text increase comprehension by 400%.

17. CLEAR CONTENT IS BEAUTIFUL Inside of tiny house

18. REFERENCES  The Federal Plain Language Guidelines The Federal Plain Language Guidelines  Plain Language: It’s the Law Plain Language: It’s the Law  Letting Go of the Words, Ginny Redish Letting Go of the Words  User Interface Engineering, Jared Spool User Interface Engineering  Usability research by Jakob Nielsen Usability research  Don’t Make Me Think, Steve Krug Don’t Make Me Think  The Stranger’s Long Neck,Gerry McGovern The Stranger’s Long Neck Suggested by the Web Council March 2016