Writing for the Web:
A Review
by Linda Blatchford
A very informative presentation was made at the April 25 IWPA/CWIP meeting by
Stephen Smith. He is a graduate student in technical communications and information
design at the Illinois Institute of
Technology in Chicago. His focus is in human-computer interaction, especially
Web site usability. He has created several Web sites and is currently the webmaster
at a small publishing company in the Chicagoland area. He has a bachelor's degree
in English, focusing in writing, from Wheaton College.
Know Your Audience
When writing for the Web and creating a Web site, think of the users, know your
audience, and maintain the quality of writing similar to a printed publication.
The main difference between a print and online publication is
interactivity. Users:
- choose where to go by typing in a Web address or clicking
on links
- are goal-oriented and want to get information quickly
- look for content, generally ignoring advertising and animation
- skim text online and can tell in two seconds if the information
on the site is relevant
- are impatient and demanding online (again looking for information)
Techniques for Good Writing
Stephen indicated that good techniques include the use of a combination of headlines,
bulleted lists of 5-9 items, and good writing. Be concise, but keep the tone
of a printed publication. Each paragraph should express one idea and contain
3-7 sentences. Don't use underlines because people will try to click on the
text thinking it is a link. Also italics are not easily read on the computer
screen. Bold is the best bet for headlines and to have text stand out. Editors
should ensure that the document is good for both print and online publication.
He also suggested using the inverted pyramid method, that is
to write the most important points first. Note that humor is distracting. Puns
don't work well and may be offensive. One graphic is OK, but several on a page
may be too difficult and time consuming to download. For example, CNN's Web
site uses headlines, one photo and one paragraph of text. The other stories
are hotlinked allowing the user to decide what is of interest. Speaking of links,
in-text links need to be clear and not ambiguous and because they stand out
should be used sparingly. If using out-of-text links, it's important for users
to trust that the link takes them to a reputable site. Links also affect your
company's credibility and reputation.
Some Web sites worth visiting demonstrating these ideas are:
http://www.cnn.com,
http://www.iht.com,
http://www.msnbc.com.
Usability sites suggested are:
http://www.utec.iit.edu,
http://www.usableweb.com,
http://www.useit.com.
(Jakob Nielsen, the guru of usability)
In summary, when writing for the Web, ask yourself if the piece
achieves its goals as a writer and as a reader. It's all about content and making
it easy for the reader to get concise information quickly.
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