Writing for the Web I

1. Writing for the Web I Writing for the Web I • Technologyhas changed the way communications professionals work in the 21st century • Reading on the Web is not linear; readers may skim for important words or information • Reading on screen is tiring. Web readers want to find information, fast.

2. Writing for the Web II Web writing should: • use the inverted triangle or pyramid to structure information • present information in chunks • aim for short sentences and paragraphs • use headings, subheadings, lists, numbers and bullets to make information easy to find • aim for natural, conversational tone

3. Create hyperlinks with your stories that direct readers to sources used to write your article or further information

4. Web writing checklist I • Use the inverted pyramid to structure information • Focus on the needs of the target public: content they want to read • Prioritise ‘people’ needs over technical wizardry

5. Web writing checklist II • Write with visitor and reader behaviour in mind • Write based on how viewers will navigate to find the content • Write information in ‘chunks’ or ‘bites’, with headings • Write naturally using the active voice • Avoid humour unless you do it well • Use a template or framework to create consistent material

6. Web writing checklist III • It requires writing as succinctly as possible because most people who browse online want information quickly and don’t have time or cannot afford to download dozens of pages at a time In other words • Be succinct

7. Look for the human Look for the ‘human angle’ to any story. These are the stories audiences will connect with.