In our digital lives, learning how to write well for online environments is essential. And for writers, online is trickier than on paper. Writing for the web presents writers with unique obstacles in their quest for clear communication. Read on to learn what makes web writing distinctly thorny, and how writers can craft web content that overcomes these hurdles.
The odds are against us as online readers
When we read online, we usually have a clear mission in mind. We aren’t reading for leisure — we’re reading to get something done. Whether it’s to complete a work task, answer a ‘life admin’ question, or skim through a news story, our business-minded approach to life piles on the pressure.
The online ecosystem is no friend to us either. Notifications pop up. Advertisements dazzle and tempt. That video you didn’t realise was embedded starts making noise and you can’t figure out how to close it. We’re often in a busy place too — an open-plan office, a cafe, the airport, or on a bus.
A desperate bid for your attention is always in motion — from all angles. Reading and writing has always been defined by quiet contemplation. Online, it is loud and flashy.
Winning someone’s prolonged focus in these conditions is a hard task to master. But it’s not impossible.
The online environment is new for us
We are babies in online reader years. On paper, we’re much better. We’ve had about 400 years of reading on paper, and about 40 years of reading on screen. On screen, we understand 20 percent less than we do when reading on paper. And when we read on a phone, we take in a whopping 40 percent less.
We read differently for different purposes
Another challenge for web writers is the differences in how we read. Readers use different reading patterns at different times, depending on the task they’re performing.
Eye-tracking research from the Nielsen Norman Group helped identify four different reading patterns based on:
- where they look on the screen and for how long
- how often their eyes shift.
Write Online’s Web Writing Bundle will help you learn more about the four types of reading patterns.
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We use all these patterns at different times for different purposes. Readers come to the table with different approaches for different goals. Think about how you read if you know you could be tested on it later. Now think about how differently you read when you’re on an eagle-eyed search for specific key words.
So, unlike other types of writing, web content attracts a distinctly hodge-podge audience. Online readers come with different ways of reading based on the wildly different tasks they could be performing.
So, what can we do? How can our web writing rise above these challenges?
Do a background check on your reader
Web writing needs to be targeted. Make it as easy as possible for your reader to navigate the hustle and bustle of the digital world. At Write Group, we always champion writing for your reader. But for web writing, considering the reader is more important than ever. Why do they want the information? What are they trying to get done? How will they find your information?
Asking these targeted questions will help you plan content that will stick the landing. Proper planning predicts the behaviour of busy, distracted readers on the go.
Structure your content in a human way
In a bloated digital environment, structuring your content for humans is crucial. Unlike a chapter in a book or section in a report, your web writing stands alone. Every word counts. And as readers, we don’t like too many of them.
Cut through the noise by using the inverted pyramid structure to order your content. This means including the most important information for readers first.
Place keywords — the words the reader will be looking for — in headings and throughout the webpage. Be careful not to overdo it — your keywords should look like they belong to the information, and flow naturally in a sentence.
Speaking of sentences, make them short. Avoid wordiness: for web content, we recommend sentences with 8–12 words.
Craft digestible, bite-sized chunks of information
Make it easier for your overwhelmed web reader by serving up concise, brief paragraphs that lead with the main point. Inside the paragraphs, use the short sentences we mentioned above. Craft them with familiar, everyday words.
Limit your webpages to one topic for clarity. You might have sub-topics within one page. If it’s a large, complex topic, break these sub-topics into several pages.
Continue this kindness to your reader by grouping like with like. Group related points together visually. You might try highlighting key points with feature boxes or breaking up long sentences with a list.
Web writing presents new challenges and new solutions
Web writing poses new challenges because we are reading in many different formats, under pressure, and on a screen. Cutting through the noise to write well for the web takes:
- careful planning
- a human structure
- bite-sized nuggets of information.
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To uncover all our web writing secrets, check out the Write Online Web Writing Bundle