Supply subject area context; avoid institutional context.
In a recent blog post, On the Web, context kills, speed saves, Gerry McGovern states:
A key difference between web writing and writing for print is that on the Web you need to avoid context and instead focus on instructional, how-to, task-based content.
Since one of my seven principles of Every Page is Page One is that an EPPO topic establishes its context, this quote made me think that either Gerry McGovern had gone bonkers or he was using the word context in a very different way than I use it. Turns out that it is the latter. (Sorry if you were hoping for fight here.) I actually agree with almost everything that McGovern says (I’ll get to the part I don’t agree with a little later). In fact, I have said many of the same things before, but in a different way.