How Web Writing Differs From Traditional Media
How different is web writing from traditional media? As much as it might make sense for writing to be the same on any medium, it just doesn’t work that way. After all, both formats typically have different audiences, each bringing their own set of expectations.
People Don’t Read Webpages
It’s the single most common argument for fostering a difference between the web and traditional media. Not that people don’t read webpages, per se, but they tend to scan them, only paying full attention at interesting parts.
Don’t even try to argue with it – innumerable studies have been done on the subject. One of the most prominent of these reports, performed by John Morkes and Jakob Nielsen, found that 79 percent of test users always scan an entire page, searching for things that might pique their interest. Only 16% of all test subjects read them word per word.
This fact highlights several things that are a must for web writing:
- easy-to-scan format (short paragraphs, bulleted items, highlights on important items)
- the use of relevant keywords
- meaningful headings and sub-headings
Your Readers Are Always Busy
Magazines and newspapers are usually read with plenty of time on the reader’s hands – during transit, while eating breakfast or in bed. Websites, on the other hand, are usually looked at while doing other things – writing a spreadsheet, engaging in IM conversations and browsing Facebook. As such, capturing and keeping their attention is much more challenging.
On the web, your readers are always busy. Have a string of misspellings and you can lose their interest (yep, should have run that spellcheck software). Use a confusing passage and they’ll be back at YouTube. There’s always something better to do, so don’t give them a window for it.