Writing for the web
Image: Pixabay (public domain)
For centuries literate humans have been consulting words on printed pages to absorb the knowledge of others.
Not any more, thanks to our omnipresent friend the internet.
We sometimes forget just what a leap it is for our brains to have to manage a seemingly limitless variety of font appearances and sizes dancing on constantly changing backgrounds.
While the goal in writing for the web is the same as for any other medium (convey your message clearly to your audience), there are a few differences to keep in mind.
Get to the point
We lead busy lives, and we don’t have time to waste.
That’s not an attitude you would normally associate with reading, but it encapsulates the critical distinction in writing for the web: it’s mostly for business, not for pleasure. And this is the main reason most people want to get it over and done with as quickly as possible.
Your writing style should be similar to that of a journalist. The first paragraph of a newspaper article is essentially the conclusion. It should give you the point of the story straight away. Journalists do this for the same reason web writers should: competition for readers’ attention is strong, so you must grab their attention immediately.
Specific strategies
Our attention spans were short enough, thanks to 50 years of television; now they are minuscule. We scan the page for information and we don’t read every word. Use these strategies to catch roving eyes:
Keep sentences under 15 words if possible.
Try not to have more than 3 or 4 sentences in a paragraph.
Use dot points or numbered lists to get essential information across.
Make frequent use of short, descriptive headings and subheadings.
Use bold for emphasis, not italics (and don’t underline – this can be confused with link style).
Start with the most important information. Never leave important information at the bottom of the page where visitors who don’t scroll down will miss it.
Basic text font size should be at least 10 points and preferably 12.
Headings should be between 12 and 16 points.
Use one simple font for basic text (Arial or Calibri are easy to read).
You can use a slightly more elaborate font for headings, as these are larger.
Use links to channel secondary information away to other pages.
