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writing for the web

Reading from a computer screen is different to reading from a printed page. So, you have to write differently when your text will appear on a web site.

What's different about the web?

Organising information

Keeping it short and scannable

What's different about the web?

• People want information fast - there's lots of competition for their attention (and time online costs money).
• It's harder to read from a screen, so people read less - reading from computer screen is 25% slower than reading from a printed page.
• People scan text on a screen rather than reading every word.
• People like to feel active - they're always tempted to click on to something new.
• People don't move through material in a straight line from page 1 to page 2 to page 3 - they jump around from one place to another.

Try this

Organising information

It's always important to organise the content of what you're going to write before you start. It's even more important when you're writing for the web because there are:

• More ways to present the information
• More ways for people to find their way through the information.

If you're starting from scratch, you need to:

1. Make rough notes of all the points you want to make
2. Group points together into main sections, or 'chunks' of information
3. Put the sections in order
4. Come up with headings for your sections - these should act like signposts for your readers.

You need to come up with a system of navigation. This is the way people will find their way between the different parts of your web site - the menu of main headings is an important part of this.

The main difference between web pages and printed pages is the use of hyperlinks. These let you to jump from one place to another. Hyperlinks let readers:

• Look at information in the order they prefer
• Look only at bits of information that interest them.

When organising content for your web site, draw up a plan, or map.

Example:

Try this

Keeping it short and scannable

When writing for the web, you should:

• Keep paragraphs short
• Use lists to present information
• Highlight important words and short phrases
• Use headings that your reader will understand immediately
• Write less - cut out all unnecessary words and information
• Use simple words
• Use short sentences

Putting information into lists is a good way to make it shorter and easier to scan. Lists should only contain things that have something in common.

Example:

Divide the items below into two lists. Enter your own headings.

FRANCE	BERLIN	CHICAGO	INDIA	CAIRO
BOLIVIA	SYDNEY	SUDAN	CHINA	BANGKOK

 

Countries	Cities
FRANCE INDIA BOLIVIA SUDAN CHINA	BERLIN CHICAGO SYDNEY CAIRO BANGKOK

If the things in a list can be read in any order, use bullet points - like this:

I like the following types of fruit:

• Apples
• Bananas
• Oranges
• Plums.

If the things in a list should be read in a particular order, use a numbered list - like this:

These are my top four favourite types of fruit:

1. Plums
2. Apples
3. Bananas
4. Oranges

Try this

 

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