Needs & Expectations of Web Readers/Audiences - Navtej Kohli
Yesterday, I was explaining my new content writer Shaila about the writing style that we ( I mean most of the online community) prefer to get the key information online. I’m sharing my thoughts here so as in turn I can get a few more insights on the style of writing on the web.
How Web Writing is Unique and how can we modify our writing style that suits to web audiences?
Skim-and-Scan Style of Web Readers: Web readers are hungry for instant gratification.
They search for most appealing segments of each page instead of spending time on a single page.
Reading Online is Difficult: Reading speeds are 25% slower on a monitor than on a paper.
1. Text is not easy to read On-Screen : reading on-screen is tiring on the eyes.
2. Monitor Screen Settings/ Quality vary, for example - Monitor displaying graphics at 640 x 480 pixels, 800 x 600 and 1024 x 768 pixels.
Monitor Screens are typically in Landscape orientation, however traditional documents are in portrait orientation.
Web is Three-Dimensional: In the online world there is no beginning, middle or end.
• Content gathering
(CONTENT = RELEVANT TEXT + IMAGERY)
Process: Content gathering –> Compilation –> Analysis – >Development –> Authentication -> Implementation
Plan Navigation First
• Think about who your readers are and what path they will follow to get the key information
• It will help you decide how much information you will actually write and how much readers will access via links to other pages/sites.
Modify your Message Style and Format
Once a Navigational Structure is established, start with composing the gathered content in a style and format suitable for web.
Style
• Be very concise: aim to reduce text by at least 50%
• Use plain English.
• Frontload headlines, paragraphs, links and lists.
• Use short sentences
• Use short paragraphs
• Use “you” and “we” whenever appropriate.
Adopt Inverted Pyramid Style
• Start every page with a unique, precise, explanatory headline.
• Follow with summary, description or key message of the page.
• Use frequent subheadings; write them like headlines.
• Limit page size to the equivalent of 5 A4 pages.
• On long pages, list subheadings at the top and bookmark them.
• On long pages, provide frequent links to the top.
• Restrict every page to a single topic and purpose.
Break Information into theme-related small Chunks
Break Information into independent chunks and connect them with hyperlinks.
USE Lists
Useful Device for presenting key points on a web page
They
• Slow down roving eyes
• Simplify Complex Subjects
• Highlight the Main Point
• Breakup the page Visually
• List items in the logical order for user.
• Limit number of items on a list to 7-10 maximum.
• Subdivide long lists into short lists of related items.
• Provide descriptive headings.
Use Links
Links can be words, graphics, phrases or even complete sentences like Navtej Kohli and Navtej Kohli
They
Help readers easily navigate the web document.
• Make link-text self-explanatory, so people know exactly what they will find when they click.
• Provide Context for the links
• If a link is to a page on another web site, say so.
• If a link opens a different type of file, state the type and size (e.g. PDF, 54 mb,).
• Place the links strategically
Images
• Restrict image size.
• Provide alt-text for all images.
• Provide a long description for all complex images (e.g. charts and graphs).