Writing for the WebSept. 8, 2009

JOUR 3340 – Online Journalism

Style Tips

Here’s some advise from Jakob Nielsen, the guru of web design and usability:◦ Users do not read on the Web; instead they scan the

pages, trying to pick out a few sentences or even parts of sentences to get the information they want Users spend 4.4 seconds for every extra 100 words on a

page ◦ Users do not like long, scrolling pages: they prefer the

text to be short and to the point ◦ Users detest anything that seems like marketing fluff

or overly hyped language ("marketese") and prefer factual information.

Writing Style – ‘Chunking’

Information broken into ‘chunks’ of information.

Web users prefer to print out long documents or save them on their hard drives.

Long stories on the web are hard to read. The more a reader needs to scroll, the less likely they are to read the story.

Source: Webstyle Guide: http://webstyleguide.com/site/chunk.html

Style tips from Poynter

Make it tight and brightExplain“Banish gray” – long blocks of textLink, link, link

http://www.poynter.org/content/content_view.asp?id=35378

Writing Style – ‘Chunking’

Organizing information into relevant ‘chunks’ helps keep the reader interested. Facilitates adding links to enhance interactivity. Be careful: Don’t divide content into too many parts or readers will lose interest.

Chunking is a method to create consistency of web style, and helps readers understand the content flow on your site.

Source: Webstyle Guide: http://webstyleguide.com/site/chunk.html

Writing Style

Headlines – Compelling – ◦On the web, headlines sell the story◦Six to 10 words ◦Strong verbs ◦Most important items first◦Question headlines workable

Blurbs◦Summaries of story, often on home page and linked

to full length storyBriefs

◦A complete story in just a few sentences.

Writing Style

Conversational styleCross between broadcast writing and printLively verbs, colorful adjectives and distinct

nouns.Active voice always!Short paragraphsBe aware of references to your sources

◦Consider using full name on second reference because you don’t know how story may link

Additional Style Tips

Consider one idea per paragraph – even if it’s just one sentence.

Write in easily understood sentences.Include links as part of your copy

◦E.g. Bill Gates [link to his bio] created Microsoft [link to microsoft.com] at a time when PCs were just beginning to become commonplace.

Think Globally. Avoid regional/local terms that may be misunderstood by the broader audience.

Develop a voice, a style, a flow.

Web Story Structure

Get to the pointStory must be told in 50 words ... Then your

reader MIGHT read the restREMEMBER: only about 100-150 lines per

screen… and less if a reader is looking at story on a PDA.

Make everything you write relevant.Constantly ask yourself:

◦Why should the reader care about this? ◦What elements of interactivity can be used to

engage the reader to make the content more compelling?