Writing for the web, and computers and the internet

Writing for the webHow the web is changing mediaPrint publications are becoming too slow to satisfy the instant gratification and growing popularity of internet media. With instant access to the world wide web, people are logging on as often as tuning in. According to Writing for the Mass Media, In the first hours after the planes hit the World Trade Center, CNN.com got an average of 9 million hits an hour.Advantages of InternetImmediacy: television broadcasting requires preparation; newspapers must be written out, printed and distributedFlexibility: Internet allows video clips, still pictures, and sound recordings.Permanency: Newspapers take up storage room and unless recorded, television is gone once watched. Internet is always there. Interactivity: cant control what you listen to on TV or give the station feedback easily and quickly. On the web, can write feedback right away and scan through articles to choose what you want to read.

Challenges of Web TextHarder/slower to read on screen - 25 percent slower on Web than printStiff competitionusers can always go somewhere elseText is often afterthought in site design/architectureThe Fundamental Question:How do people read on the Web?5Two key studies have examined this question.Quickly cover the major points of these studies.Jakob Nielsen, 199779% dont read the WebPeople scan the WebSkim text for key words, subheads, and lists6Even if they dont read the Web, its still a text-based medium. So, how do people interact with text when they browse Web pages?Nielsens Recommendations One idea per paragraph Limit word count to of printed text Stick to facts Eliminate marketese

Stanford/Poynter InstituteFirst eye-tracking study of Web usersFocused on on-line news sitesConfirms importance of good writing on the Web

8Study was conducted in April 2000. Stanford/Poynter FindingsUsers see and read text before graphicsUsers read shallow, but wideUsers will scroll to read articles they find interesting9This means TEXT, not graphics, provides your first chance to interact with the visitor to your site.This means that users will read 3 times as many briefs as full articlesThis means we need to offer summaries, meaningful headlines, and other text that helps users find what theyre looking for but once theyve found it, we can offer the full text they want. Whats It All Mean?Web text is different than print Good writing still countsEvery word countsUse subheads and listsJournalism, not academic writing102. Poor grammar, bad spelling, and bad writing are even worse on the Web, because the whole world potentially will know if you dont spell implement correctly.3. Just like newspaper headlines every word should have a purpose. Get rid of useless words. They dont do you or your visitors any good. 4. They help your readers find what theyre looking for. Once theyve found it, you can give them the tonnage. 5. The best model for good web writing can be found in your newspaper, not in scientific or academic papers. Demands of AudienceSpeed: Some pictures and graphics take a while to load and that will frustrate users so you must decide whats the most important.Depth: contain enough informationNews: new and updated information, website should be changing all the time and not look exactly the same.

Demands of AudienceVisual Logic: should be easy and fastSimple organization and navigation: needs to be easy to get around.

Characteristics of Web WritingEfficiency- fewest words to present most information, readers dont want to waste timeSimplicity- straightforward language. Harder to read on a computer, posture, straining on eyes, should be simpleTone- formal or informal, be appropriateCharacteristics of Web WritingVisual aspects- different from writing in a newspaper columnCreate space around the words (easy to scan), make it legible Links: within text or at the end of the article, reader should know what they are going to find by clicking on the link before clicking.Spacing between paragraphs with good transitions. Use indentions and bulleted/numbered lists.Edit for Brevity and ActionWeb content should be 50% of print contentUse active, not passive voiceSimple, declarative and imperative sentence structuresDont noun-ify good verbsUse second-person where possibleBe preciseavoid ambiguityKill all useless words without mercy151.2.3. investigated, not conducted an investigationScannable textMake headings and subheadings clear, meaningful, consistent, and descriptive titles should survive out of context

Use bulleted lists allows for skimming

How to Write for the Web - Chunking

Make paragraphs short and meaningful Divide paragraphs into precise segments or chunksTwo-three lines per paragraphGenerally no more than 60 wordsThree-four paragraphs per page most users do not want to scroll below the visible portion of the pageGraphs and Charts enhances/explains ideas in articleHyperlinks links to related articles, information

17Ill go into each of these in more detailChunking (continued)

Chunked textInverted pyramidUsed in newspaper storiesMost important information first (front-loading) and above the fold Start with the conclusion Assists in scanning user decides if this is the page they want

Image: Poynter OnlineInverted pyramid in action!

Cutting that 50 percentRemove irrelevant, unnecessary, or redundant information

Short and succinct cut sentences and words that dont address user needs

Cutting that 50 percentLink to sub-pages to explain concepts in more depth (history, information pertinent to only small fraction of audience, etc.)Avoid jargon, acronyms, and institutional-speak

Pitfall: Over-editing and losing meaning

Writing to be foundSpiders and crawlers, such as Google, search by keywords and phrasesInclude descriptive, searchable language in your text chunks, headings, titles, and link textUse consistent terms throughout site:User may land at page other than your home pageSpiders looks for matches in text Writing to be found

Descriptive headingKey wordsUsing linksMake it clear what user will get from a link Ex. Using the Template System (PDF, 708KB) Link title should match target Avoid using too many links in running text Use links, dont talk about them The link should be The Name of the Target, not Click here, Point your browser, etc. Putting it all together: An example

Key words in textHyperlinks in text

Key words + Hyperlinks + Chunking

Key words + Hyperlinks + Chunking + Inverted pyramid

HeadlinesGives an idea what a story is about without giving too much information, still keeping interest in the story. RSS (rich site summary) also uses this and summaries for easy and interesting shorter versions of stories.Label Headlines two to four words and do not express a complete thought. Some indication to the topic, i.e. campaigning democrats, babes in paradise.Sentence Headlines for websites such as news sites; form a complete sentence with a subject and verb, but leave out nonessential words. Examples would be Jones on final team roster, or president threatens veto of new tax bill.

SummariesAllows the reader to receive information that is found more deeply later in the site. Three categories:Informational simply gives the reader an overview of a longer storyAnalytical gives the reader some interpretation of the information in the story. The emphasis is on how or why of a story rather than who, what, when or where.Provocative tries to hook the interest of the reader not only with information, but also with opinion and/or attitude.

SubheadsSub Head - a type of line inside the body of article that informs what is coming up next within the copy. Best used at natural breaks rather than every few paragraphs; Should help the reader through the article, not interrupt it.

Web BlogsWeblogs began in late 90s, and only used on the web. A personal diary or journal a writer posts onto a website. Short, highly interesting to the audience, Have many links, Pay attention to the audience, Have a specific voice.

WEB BLOG EXAMPLE

Lateral Reporting - helps to illustrate and backup media. Techniques: pictures, graphics, maps, documents, previous stories,audio & video clips, links, e-polls,discussion forums.

Works CitedStovall, James. Writing for the Mass Media. 6. 2002. Print. Folkerts, Jean. The Media in your Life. 4. 1998. Print.Essler, Brett. Writing for the Web: Creating Content That Works. Buffalo: Buffalo State College. PPT.