Online writing: Short and sweet can’t be beat

Companies that take their publications online may be tempted to write them the same way they did in print — long and linear. While print readers usually start at the top of a story and continue until they have enough information or get distracted, online readers scan for key points. They want information quickly and easily.

Here are some tips for effective Web-based publications:

Facilitate skimming. Large blocks of text make reading on screens difficult and you’re more likely to lose readers. Break big stories into small, manageable sections and hold readers’ attention with sidebars, bulleted lists, charts and interactive graphics.
Consider a summary. Summarize the story in one or two short sentences so that readers can quickly get an idea of what the story is about. Put the summary above the beginning paragraph.
Keep it light and lively. Write snappier, shorter paragraphs in active voice. Strive to be compelling and engage readers from the first sentence.
Avoid long, scrolling pages. Many readers want stories to fit on one screen.
Use graphics sparingly. Pictures and graphics help capture readers’ eye, but format them to load quickly and incorporate them only if they complement the story. Provide an option to skip or download large graphics.
Incorporate links. Those who are interested in more information appreciate having convenient links they can click for background and further insights. Link to related stories on your site, past and present.
Make it easy to print. Web pages are not always designed for ease of printing. It’s not necessary to sacrifice the layout, however, to print stories. For a nice finishing touch, include a button that enables readers to click for a printable version of the entire story.

Successful Web-based publishers accommodate readers who want the entire story and provide options for those who just want parts.

For more information about how to write clearly and succinctly for the Web and draw readers’ attention at the same time, contact Lee Simons at (312) 252-8900 or lsimons@thesimonsgroup.com.