The Inverted Pyramid
Traditional academic writing often builds toward a conclusion. Online, users prefer the Inverted Pyramid style, where the most critical information is presented in the first paragraph.
Why this works:
- Immediate Value: Readers get the "who, what, and why" without scrolling.
- Quick Assessment: Users decide in seconds if the page meets their needs.
- Depth of Choice: Readers can stop once they have what they need or continue scrolling for finer details.
Principles of Concise Writing
- Keep it Lean: Use short words, sentences, and paragraphs. Web content should be significantly more concise than its printed counterparts.
- One Idea Per Paragraph: Limit each paragraph to a single concept to prevent "walls of text."
- Write for a Global Audience: Syracuse University is a multicultural environment. Use plain language and avoid regional slang, complex jargon, or idioms that may not translate well.
- Styling for Clarity: Bold key terms to catch the eye. Never underline text that isn't a link, as users will perceive it as a broken hyperlink.
Effective Use of Lists
Lists pull key points out of dense paragraphs, making them much easier to scan.
- Bulleted Lists: Use for items of equal importance.
- Numbered Lists: Use strictly for sequential instructions or steps.
- Punctuation: Capitalize the first letter of each bullet. You do not need periods for short phrases. Avoid semicolons; use periods only for full independent clauses.
Driving Action
Most pages should have a clear objective. Determine the Call to Action (CTA) before you start writing.
- The Next Step: What should the reader do next? (e.g., "Contact an Advisor," "Register for an Event," or "Apply Now.")
- Landing Pages: Treat these as section summaries. Highlight the two or three most important services and provide clear paths to deeper content.
A Note on Scrolling
While brevity is key, users don't mind scrolling if the content is high-quality and well-formatted. A single, well-structured long page is often preferred over a series of fragmented short pages that require multiple clicks.