When writing for the web remember that people are in a hurry and when they are reading online it is not really reading. It is more like scanning pages for information. If they can't find it quickly and easily, more than likely, they will move onto an easier page to read. For example some readers are probably skimming the rest of the text now to find better material.
Keep People Interested
To keep people interested and to get a few more seconds out of them consider shortening the introductory paragraph. Remember the old adage “tell them what you are going to tell them, tell them, then tell them what you told them”? Well people don’t have time for that any more. Just, to paraphrase a well known sports motto, “just tell them”.
Introductory text is like a warm up before a big race, the limbering up process. With the fast paced environment we are in today, nobody has the time or inclination to have flowery introductory paragraphs. Just jump right in and get to the point.
Bold Headings
Why provide scads of text when readers will only glance at the bolded headings. By design most people are, well, lazy. If they are inclined and want more information they will read the paragraph. If not they will see the bold heading and then make a decision to read or not to read the associated text.
Make Lists
When reading material, people often skip the small regular print and go directly to the bold headings or point form lists. Get people to read more by:
* Keeping intro paragraphs short
* Have bold headings
* Have bulleted lists
* Solve their problems
* Include links to develop more depth
Solve Their Problems
Adding value is important. Readers will want to know:
1. What is being offered that will help?
2. Why and how it will be helpful?
The Way People Read
People tend to skim pages looking for interesting bits that apply to them and how to solve their problems. Users usually don’t read thoroughly. They often skim pages in an “F” type pattern. The first line or two of the article is the most important. Then they tend to skip down to read another horizontal line. Then once again they read in a vertical fashion picking up the important fragments that they need.
While people are reading web documents they are more than likely in a rush, hurried or under pressure to get things done and out the door. For this reason they are considered leaning forward readers. To them the web is an active vibrant place to be.
On the contrary is the print style reader that is sipping coffee, while reading the newspaper. These are the lean back type readers. They are reading for leisure or pleasure. They read more thoroughly and are in relaxed mode.
When writing for the web consider which people will be reading and write the document accordingly.
Laura Kelland-May - Laura Kelland-May: Most people are drawn to a home based business to make additional income. Providing additional income for your ...
