Short and sharp is best
Writing for an online audience – or the web – is a much different beast to writing for print.
If successful online writing could be summed up in one succinct message, it would be: the shorter, the better!
Why is it not the same as writing for print? Because people behave differently on online.
Basically it comes down to two key factors – the physical limitations of computer screens and how people conduct themselves online.
The physical barriers posed today are much less than in the past – when computer monitors were hopelessly fuzzy compared to the crisp images of a glossy magazine. Meanwhile, a previous lack of computer portability meant the ability to take a newspaper to bed, on the bus – or even to the loo – gave printed material an advantage over online rivals.
However, the development of both the laptop and IPad has lessened this disadvantage. But there is still that tactile feel of books and magazines which people like – compared to the sterile feel of say an IPad.
Other physical impediment to online written material will also lessen over time. Today’s monitors are vastly superior to the ones used a decade ago—while continual improvements are being made with software all to make the online experience even better.
However, the more significant barrier online writers must overcome is not the physical and technological advances – but behavioural.
Anyone who’s observed, tested, or studied online reading agrees that people conduct themselves differently when online. The advent of the computer has only added to the human race’s constant feeling of being time poor. So when people are reading or looking for information online, they don’t so much read—but scan. The word that best describes this behaviour is: impatient.
The challenge for the web writer is to overcome online readers’ impatience and to keep things as brief as possible – short and sharp is good!
It’s a big challenge, but one those writing for an online must be mindful of.