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Best Practices for Effective Web Writing: Engage Readers with Scannable Content

In the fast-paced world of online content, capturing attention is a challenge. Web readers often scan pages rather than reading in-depth, making it crucial to design for easy scanning. Use legible sans-serif fonts, concise text, and effective navigational tools. Break up content with headlines, subheads, and lists to enhance readability. Focus on delivering credible and engaging information that matches your audience's interests. Implement these strategies to improve user experience and keep readers engaged longer on your site.

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Best Practices for Effective Web Writing: Engage Readers with Scannable Content

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  1. Web Writing Ag Media Writing 3/19/03

  2. Web Writing • “People who surf the Internet use a special medium that requires concentration and attention, and they seek information that interests them.” • Audience interests drive the content.

  3. Reading rates slow by 25-40% on the Web. Monitor’s flicker causes eye strain. Almost 80% of Web readers scan Web text. Problem • Web readers fickle. • Tons of competition. • Readers scan a Website for 8-10 seconds before moving on.

  4. Solution • Design for easy scanning. • Provide visual navigation and accessibility. • Be concise. • Convey credibility.

  5. Solution: Design for easy scanning • Select legible fonts - san serif best for Web. • Use large enough fonts. • Italics decrease legibility, use sparingly. • Dark type on light background reads and prints much better than light type on dark background.

  6. Solution

  7. Solution • Keep line lengths short. • Use headlines and subheads to break up text. • Use bullets or numbered list. • Highlight or bold key words. • Use navigational tools and menus.

  8. http://www.extension.umn.edu/distribution/nutrition/DJ0856.htmlhttp://www.extension.umn.edu/distribution/nutrition/DJ0856.html http://cgil.uoguelph.ca/pub/Update2000/AllGenes.htm http://www.agweb.com/sig_get_article.asp?file=AgNewsArticle_2003325941_912&articleid=96424&sigcat=corn Example

  9. Solution: Concise/Credibility • Avoid “Fatigue Factor”. • Use concise, “lean” text. • Chunk content. • Just the facts ma’am. • Make sponsors known. • Only link to high credibility sites.

  10. Web Writing • Use of graphics can help readers navigate a Website.

  11. References • Bunton, K., Writing Across the Media,Bedford/St. Martin’s, Boston, 1999. • http://www.useit.com/alertbox/whyscanning.html

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