The Scanning Reader
Writing for the Web is different than writing for print. The differences are slight but significant. First, people don't really read online; they scan because of what is called the "flicker rate" of a computer monitor. This means people read 25% slower online than in print publications. What does this mean for you as a writer? It means you have to write differently to connect with readers.
Begin at the End
Writing for the Web is like good journalism. Use the old, "Who, What, Where, When, Why, and How" journalistic formula when you write for the web. This is called the inverted pyramid. Put your conclusion at the beginning and then write the details. The Web is a no-nonsense, grab-it-and-go, and give-it-to-me-now medium. You must connect with a reader immediately or you lose them.
Write Chunky
Since the reader is scanning rather than reading you must break your text down into bite size portions. You'll notice this article has short, chunky segments. Each segment only needs 75 words or less. This opens up the white space surrounding the text and provides comfortable reading. Chunky writing takes some practice but it is quite easy. When you write chunky, create strong headlines and subheadings. Make your main points and move the reader along. Also, use short bulleted or numbered lists like this:
* Bullets
See how the text opens up and moves along?
Sail the High Cs
There are four C words you need to know when writing for the Web.
* Concise
Write tight. Keep it short. Eliminate unnecessary words.
* Clear
Use precise words. Get specific and avoid generalizations.
* Clean
Avoid excessive clutter in your writing. Pick up the litter of too many ?ly words and put them in the wastebasket. Empty "that" into the dumpster unless you have to keep it. Then keep only what you need.
* Credible
Write with honesty and integrity. Nothing is wrong with marketing but readers recognize slick, manipulative tactics. Write from your heart, even in advertising, and you will reach readers.
K.I.S.S.
Keep It Simple Sweetheart! The last "S" was changed intentionally to a term ala Humphrey Bogart. Because you should never, ever insult your readers' intelligence. But at the same time, write in easy-to-understand terms and your readers will love you for it. And they will keep reading what you write. Every writer needs a good vocabulary but that doesn't mean it should be used to make readers feel unlearned or uneducated.
The bottom line? Keep it simple, encourage and inform your readers with short, clear, crisp writing. Then you will enjoy success as a great web writer!
Copyright ? 2002 Glenn White
About The Author
Glenn White is a freelance writer, editor and content manager at his web site for Inspirational and Christian writers at: http://www.writetoinspire.com
family-safe home cleaners Lincolnshire ..1. Make your goals achievable.By achievable, we mean realistic and... Read More
Have you ever written a letter to a friend? Ever... Read More
Let's Discuss Publisher Ethics:If you are an ezine publisher or... Read More
Have you ever wondered why certain writers are able to... Read More
As writers, we initially tend to be either more cerebral... Read More
"If you want to change your life," Harry Beckwith wrote... Read More
One Saturday afternoon, I sat in a packed conference room... Read More
Connectors -- conjunctions, punctuation, and transitional phrases -- allow readers... Read More
* Scanning and Skimming Practices *Whether you're writing e-mail messages... Read More
Arrogance has a bad rap. We think of arrogant people... Read More
It's important to have a space set aside in your... Read More
There is one key difference between reports and most other... Read More
Often, time is an enemy of writers. Sales seem slow... Read More
Writer's forums are bustling with debate over whether or not... Read More
It's 6:00 p.m. You're dead tired, but instead of an... Read More
There is an image most people carry of the artist... Read More
Over the past eight years or so, I have tutored... Read More
You have a great idea for a poem, a story,... Read More
The first and final rule of quality writing is this:... Read More
A good white paper is a paper that makes you... Read More
As a child, I loved to write. I can't remember... Read More
There is a psychological nuisance so powerful that can deflate... Read More
It turns out that "tips and templates on how to... Read More
Editorial guidelines, also known as writer's guidelines, are the rules... Read More
So you're one of 20 million Americans who want to... Read More
after renovation cleaning Bannockburn ..When the writing bug hits you, get out your pencil,... Read More
How many times have you checked out a job board... Read More
FIVE MINUTES ... Is All You Need ........to phone a... Read More
"I don't know if I should put 'writer' on my... Read More
Joyce Carol Oates. Langston Hughes. Anne Sexton. F. Scott Fitzgerald.... Read More
Business etiquette is fundamentally concerned with building relationships founded upon... Read More
You can turn your $200 fee to write a press... Read More
~TYPES~You Want Us to Write What? Understanding the Task AssignedWhich... Read More
Maybe you should write a book! This is not as... Read More
One of the best ways to blow someone's winning streak... Read More
Short Story Writing Tips:Your title is your selling tool. It's... Read More
Rejection. This scary word plagues virtually every writer this side... Read More
Don't they drive you nuts?You can visit all the rules... Read More
Do you know what a query letter is? If so,... Read More
If Ben Franklin were alive today, he would be...uh, very... Read More
Connectors -- conjunctions, punctuation, and transitional phrases -- allow readers... Read More
To help build your profile and reputation within a large... Read More
The first five pages of a novel are critical.Editors make... Read More
In a crowded market, clients will be seeking personality as... Read More
1) Convince yourself you want to do something else. If... Read More
The principle for writing good screenplays begins with good idea... Read More
Becoming an author is probably a lot easier than you... Read More
As writers, we initially tend to be either more cerebral... Read More
Screenwriting is a competitive trade. To distinguish yourself as a... Read More
Persisting With Bulldog Determination [Book excerpt from Successercising} by Rick... Read More
Writing |