Writing for the Web

How is it different than print?

How can you become an effective web writer?


Do People Read Online?

Jakob Nielsen, noted usability expert, says, ÒUsers do not read on the Web; instead they scan pages trying to pick out a few sentences or even parts of sentences to get the information they want.Ó This is definitely different than reading on paper. Do you agree with Mr. Nielsen?

Well, That Depends

JakobÕs experience has not been my experience as a managing editor. IÕve discovered that how much people read online depends on how interested they are in the information I have to offer.

Stats show people often read the first page, but not the following pages unless theyÕre REALLY interested.

We Need to Facilitate Online Reading

What does that mean to us as online writers?

To Hold a Reading Audience Use:


7 Tips for Effective Writing

  1. Know your audience and what they want.
  2. Write to be found (and keep them once theyÕve arrived).
  3. Keep your paragraphs short.
  4. Use meaningful subheads.
  5. Break dense paragraphs into bulleted lists.
  6. Use tables and illustrations.
  7. Edit your work.

1. Know Your Audience

Why are they coming to your site?

What are their interests?

Do they want sales information, news, entertainment, or technical advice?

Can you get them to communicate with you?

Get to know your readers:

Use Appropriate ÒVoiceÓ When Writing

For example ...

2. Write To Be Found

Use search engines to your advantage:

Usability Experts Say ...

The Web is a moveable feast, not a sit-down dinner. Attract readers with tasty morsels, and keep them by offering a buffet of delectable delights.

Keep Them Once TheyÕve Arrived

According to Jakob Nielsen, text will hold readersÕ attention if itÕs:

3. Keep Paragraphs Short

Try to stick with one idea per paragraph.
Introduce the idea in the first sentence. This makes it easier for the reader to scan the text.
Start strong. Finish strong.

4. Use Meaningful Subheads

Subheads guide the reader along from topic to topic.
They provide visual relief.
Subheads make it easier to scan the text.

5. Break Dense Paragraphs Into Bulleted Lists

Paragraphs explaining procedures or mentioning a series of items are great candidates for bulleted lists.
Lists help you Òbreak it into parts.Ó
They also provide much needed eye relief.

6. Use Tables and Illustrations

Readers love tables.
They can compare bits of information quickly.
TheyÕre easy to find and refer to.

7. Edit Your Work

Reread and edit your own copy at least once -- preferably the next day.
Edit as if you had a dollar for every word you take out.
Have another editor review your work before publishing.
Make sure everything is Òsanity read.Ó
After youÕve written your article, look for your introduction. ItÕs probably somewhere in the middle. Move it up to the top.
Then look for your conclusion. ItÕs probably up near the beginning. Move it to the end.


Article Types

Feature.
E-Newsletters and PR Correspondence.
News.
Commentary.
Reviews.
Tutorials.
Public Relations.

Feature Writing

Features are not white papers.
Features should be interesting and informative. ÒWhy is this important?Ó
Use subheads, sidebars, and tables for fast Òtake-aways.Ó
Get close to the reader.
Keep an eye on length. I like 2,500 words or less; I love 1,500 words or less.

E-Newsletters

Talk directly to readers.
Keep the introduction as short as possible.
Use informative descriptions for your links.
Have the newsletter stand on its own two feet.
Sign your newsletter and provide a ÒmailtoÓ.
Don't send your letter to those who haven't specifically signed up for it.
Provide an easy way to unsubscribe.
Public Relations E-Mail
Lead paragraph 40 words or less.
Use Ò30-second elevator rideÓ rule.
Max length: 200 words in 5 paragraphs.
Use bullets.
DonÕt forget ÒFive WsÓ.
Include contact information.

News

Use ÒInverted PyramidÓ structure.
Write strong leads.
Use the ÒFive Ws.Ó
Keep sentences short and to the point.
Verify sources.
Remember WAP!

Commentary

Have a clear position.
Back your assertions with facts.
Avoid ÒpreachyÓ tone.
Address subjects appropriate to your audience.
Build a case.

Reviews

Understand your subject.
Judge performance by what product or person sets out to achieve, then how close it/he/she comes to success.
Avoid Òreligion.Ó If you canÕt be objective, hand it off.
Give examples to support opinions.

Tutorials

Really understand your subject.
Organize well before writing.
Use visuals to help instruct.
Keep sentences and paragraphs short.
Use effective subheads to facilitate reference at a later date.
Break into logical parts.


Resources

Wired Style, Hale and Scanlon, ISBN 0-7679-0372-2, $13
useit.com & Jakob NielsenÕs Alertbox http://www.useit.com
Web Review http://webreview.com
Crawford KilianÕs Writing for the Web, 1999, Self-Counsel Press
The Deluxe Transitive Vampire: The Ultimate Handbook of Grammar for the Innocent, the Eager, and the Doomed, Karen Elizabeth Gordon, 1993, Pantheon Books.
The WebWord.com Usability Interviews, on Fatbrain, eMatter (.pdf), $3.95