People read differently on the web. To get your message across, you need to write differently too.
How is Web Writing Different?
Most people don’t read word-for-word on the web. They skim, they scan, they quickly search the page for the specific information they’re seeking.
There are two key reasons why we read this way online:
1. It’s physically more difficult.
- Reading a screen is slower than reading a printed page.
- It’s more fatiguing to the eyes.
2. Online readers are on a mission.
- They’re probably busy and distracted (and most likely reading on a mobile device).
- They’re on a quest for specific information, and they’ll go elsewhere if they don’t find it quickly.
Effective Web Writing
Good web writing is…
- Scannable. Break up long paragraphs into shorter ones, and use headings and bullet lists to help make your content easier to absorb at a glance.
- Inverted. Put results, conclusions, or must-know information in your first paragraph, or start with a preview of what you’re going to say.
- Concise. Use short words, short sentences, and short paragraphs (one idea per paragraph). If it can be in a list, make it a list.
- Focused. Don’t overload a single web page with multiple topics. If you have information on many different subjects, use a top-level page that quickly directs the reader to sub-pages for each topic. (Tabbed content or accordions can also be used in place of child pages.)
- Real. Avoid jargon, marketing-speak, and “impressive” academic language. Keep your messages direct and your language objective and honest.
- Error-free. It’s harder to catch errors on a screen. Ask someone else to proofread your copy, or try reading it out loud.
Web writing resources
- This Surprising Reading Level Analysis Will Change the Way You Write
Reducing the complexity of your writing will allow more readers to understand and retain your ideas. - Reading on the Web
Learn about people’s online reading habits, courtesy of web usability guru Jakob Nielsen. - Lazy Eyes: How We Read Online
A humorous, but spot-on summary of the best research about online readers - Be Concise
Super helpful tips and examples from the US Government(!) on how to make your writing leaner and easier to read. - Web Writing for Many Interest Levels
How to write for every audience, from the completely uninterested to the most dedicated reader. - Why Writing Like a College Student Will Kill You Online
The academic writing style has its place in the ivy-coated corners of the world. But it doesn’t belong on the web. - Why Your Links Should Never Say “Click Here”
The words you use in your links matter to your readers. Take the time to do the right thing.
Using AI tools
Artificial Intelligence (AI) tools mimic human intelligence by performing tasks, solving problems, etc. But, these tools also pose a lack of consumer privacy, algorithm bias, unclear legal regulations, lack of creativity, and security threats — among many other risks associated with using AI.
Please be sure to use AI tools in a responsible and ethical manner. Learn more about using AI at Carleton.