What
You Need to Know
To be a writer of your own web page text,
YOU DO NOT need to
·
know Hyper Text Markup Language (HTML), Java, or other
computer languages
· understand
how the Internet functions in its entirety
· be
on the cutting edge of technology and change
To be a writer
of web page text, YOU DO need to
· know
a handful of web terms, formats, and structures
· be
able to write (grammar, punctuation, tone, words, etc.)
· understand
the needs of your web audience
As a writer, you are only responsible for how words sound, how the pages are structured, and how the text
represents you.
Writing web text is a form of writing just like any other genre. No matter where you choose to focus your
talents, you need to grasp the constraints of that genre–terms used and knowledge of the audience. Web text can be compared
to three other genre forms.
Business Writing
Web pages are directed at both consumers and businesses, so
writing web text can also be considered a form of business writing. Some web pages are even used as newsletters and bulletins.
Marketing Writing
Web text can be considered marketing copy. A writer's web
page is written to generate sales, promote the author, and/or create a presence.
Nonfiction Writing
Web page writing is nonfiction and can be likened to articles
in that the audience rules the slant. On the web, your audience is referred to as the surfer, reader, or user. In this online
seminar, your web audience will be referred to as the user.
Except as already stated, writing web text does not follow the rules of writing nonfiction, business, or
marketing formats in any other way. A good place to begin is to learn the terminology of web writing.
First, web writer, administrator, and programmer are the terms used to refer
to those who create web pages by programming the text and graphics online through the use of computer languages. Common terms
for the text on a web page are
·
online writing
·
web text
·
web content
Therefore the authors of the text are often referred to
as
·
online writers
·
web text writers
·
content providers
Through trial and error, content providers have learned which techniques work online and which cause users
to click onto another page.
English Professor George
Landlow captured the creative qualities of online writing when he said that it is a “rhetoric of departure” and
a “rhetoric of arrival.” The motion of "departure" and "arrival" allow writers to glimpse factors that make writing
for the web a genre in and of itself. It is user-driven.
Users have the freedom
to actively move around the web without ever leaving their computer screen. They do not have to trust a writer's perspective.
If a web page mentions an article, users can click on a link to that article and form their own conclusion. Therefore, certain
words allow users to “depart” and “arrive.”
Web text constraints focus on how to keep users interested. Before understanding web users, writers must
comprehend a handful of Internet terms. My non-technical definitions are as follows:
General Internet Terms
Browser –
A shortened term
for Graphical Web Browser.
Content –
The text, graphics, and links on a web page.
Domain Name –
The first identifier within a web address. For example, in http://home.rmi.net/~seifert, the “rmi.net” is the full domain name (often www comes before the domain name. The domain name is an identifier
of either who owns the page or who is hosting the page.
Graphical Web Browser –
A revolutionary window that transforms
programming languages into pictures, sounds, colors, backgrounds, and fonts on the World Wide Web. Web pages are viewed through
an ISP on the Internet and have gone through a Graphical Web Browser.
Home Page –
A web page that can stand alone or be the first of many linked
pages.
Hyperlink –
Words/phrases or graphical buttons that connect users to terms
on the same web page, e-mail addresses, specific actions, or other web pages. If a word is underlined, it should be a hyperlink.
Underlined words that are not hyperlinks confuse the user. Many hyperlinks that are text are in blue.
Internet –
A network of phone companies, service providers, and switches
that allow interconnectivity with computers across the world.
Internet Service Provider –
(ISP) A company with the capacity for electronic storage that
allows members to connect to the Internet, usually for a fee. Some well-known ISP’s are: AOL, CompuServe, Earthlink,
and MSN. There are thousands of lesser known ISPs that are just as reputable.
Keywords –
The most important words in your entire online document. These words are sent to major search engines.
Users find web pages from these words and terms. Without these words, your web page can only be accessed if a user
directly types in your URL, web page address. As the writer, you will need to develop a list of keywords and submit them to
search engines.
Link/Jump –
A shortened term for hyperlink.
User -
The term used for a person who connects to the Internet through
the use of a computer. This person can also be known as the web audience, reader, or surfer.
Web Page -
What a user sees online after information written in computer
languages has gone through a browser and appears on a computer screen. This page is no set length. It can go on forever. Each
web page is a separate file.
Web Site -
A single web page, the combination of many pages, or a community
of web pages with a similar purpose, set reason, or ideal. Individuals, institutions, businesses, and organizations can host
web sites.
World Wide Web –
A global service that uses the Internet.
People navigate between files known as web pages by clicking on hyperlinks. This is the information highway that as
it crisscrosses the world to locate files, looks like a spider’s web. When a user views a web page, they are said to
be on the World Wide Web.
Understanding Web Users
(Knowing Your Audience)
USERS OF THE WORLD WIDE WEB have unique characteristics as a group that online writers need to understand.
As in most areas of writing, the audience dictates the success or failure of a piece of writing. The web audience is similar
in this respect.
CHARACTERISTICS OF WEB USERS
Characteristic #1:
Web Users are Not Readers
Perhaps the most challenging general characteristic of the web audience is that they do not read. That
is not to say they are illiterate, but that they skim over text. Is that a surprise? Think about it. How much do you really read when you go online?
The average web user spends 7-12 seconds on any given web page. Instead of reading, users glance through
the words presented and look for gems of information. If they find the information they need and intend to fully read a passage,
they will often save the information to a word processing file or print it.
So, how many words will users glance at before going to another web page? The average user will glance
at the page's title and first sentence. If interested, the user will read the first sentence of the second paragraph and continue
skimming the page until s/he has found what s/he needs.
A Typical Web User
An Example
Mary's child is home sick with a disease called stonybrook. She goes online to find out if the doctor's prescription
for her child's illness has side effects. When Mary does a search, 5,000 possible results are listed. She will quickly move
from one web page to the next looking for a specific medicine and its side effects. She will not read a single page even if
she goes through all 5,000 of the results. Instead, she will glance through each one until she finds the information that
she seeks. If in the course of her search she finds an article of value, she will do one of three things: copy it to a word
processing file, print it out to read later, or skim the article for additional information.
Characteristic #2:
Web Users rely on Visual and Navigational Elements
All readers must trust that an author is going to deliver on what s/he has promised in a manuscript. The
way users form trust is different from other genres.
q
In fiction, trust is built through an author's ability to paint a realistic setting, bring imaginary people
to life, and create a plausible plot.
q
In commercial nonfiction, trust is built through quoting contemporary experts and statistics that directly relate
to the topic.
q
On a web page, a user's initial trust is founded on how the web page looks–the graphics and layout.
A content provider has no control over this area initially, but the secondary trust factor comes from how easy it is for users to navigate around the web page. If a web page has too many
hypertext links (jumps) for too many insignificant reasons, users lose trust. In the same way, if each page holds an unending
amount of text, users often click to someone else's web page. Users do not like
too many links or two few.
The third factor that builds trust is working links to external
sites and pages. As I mentioned earlier, web users do not have to trust the information presented. Therefore, if content
providers offer additional research links to articles and organizations, users will trust the content provider and will often
return to his/her pages.
A Typical Web User
An Example
Meg needs to match the pattern design of her silverware to its name and model number. When she finds a web page that
is pleasing to her eyes and does not confuse her with too many jumps, she easily matches the pattern using the supplied photographs.
Trust is built between Meg and this site. Once Meg has found her pattern, she is more likely to purchase the additional silverware
from them or read the additional historical information about her design because the site has not confused her visually or
navigationally.
Characteristic #3:
Web Users are In-Charge
What users read on the World Wide Web is up to them. In traditional print venues, readers may
q
Read the words
q
Glance through the words,
q
Or close the book or magazine
The reader's only choice is to read the book or magazine or not read it. If readers decide to read a different
book or magazine, they must stand up, walk to the bookcase, and commit to a single choice or a stack of confined choices.
On the web, users can click a mouse button and have unlimited access to thousands of options. Users get
to choose not only what to look at on a web page, but which web page out of hundreds to view. Changing from one web page to
another is convenient. Therefore, unless the web page captures the user, s/he will move to another page.
A Typical Web User
An Example
Thomas wants to vacation on a western beach. He does a search on the Internet to find photographs of western beaches.
Two thousand possibilities are listed. Some of the beaches are advertising hotels while others are discussing the weather.
Thomas clicks from web page to web page, jotting down URLs that he might look at later. No matter what each page is trying
to sell or do, Thomas's search is based solely on his interests and needs.
Characteristic #4:
Web Users do not like to Wait
Users will seldom waste their time watching a cutesy or slow-loading graphic. If a web page does not meet
user interest instantly, the user clicks to another web page.
Remember that each web page has only 7-12 seconds to interest users. Therefore if a cutesy graphic takes
eight seconds, the user clicks to another page before even reading the text. Or, if a large graphic takes five seconds to
load, the user will only spend up to seven more seconds glancing at the text.
Because web usage is a solitary activity, users are motivated by what they want, when they want it. There
is no mercy.
A Typical Web User
An Example
Vince has 3,000 web pages to choose from as he tries to find a good genealogist. The first page he goes to takes seven
seconds to load a photograph of the Mayflower. He is not interested in the Mayflower so he clicks to another page. The second
page is having trouble loading. There is no reason for him to wait for a page to work. He has 2,998 pages left to look through.
The third page he goes to has a frog jumping across it. Instead of reading the text, he watches the frog capture a fly. Since
he is not into frogs and flies, Vince clicks to a fourth web page. He is set on finding what he needs as quickly and easily
as possible. By the tenth page, he has found a good genealogist.
Characteristic #5:
Web Users don't want Too Much or Too Little Text
When users come across web page text that goes on forever, the page is almost never read in its entirety.
Users find it difficult to skim pages of straight text. Therefore, few users will go through the process unless the topic
is of vital interest.
When a web page is filled only with one sentence and forces the user to jump to a second page for a second
sentence, a third page for a third sentence, etc., most users become annoyed and will move to other web pages. The click of
a button becomes too onerous a task to remain with a web site. Users do not want to feel that even seconds of their time is
being wasted.
A Typical Web User
An Example
Kevin clicked through a number of web pages on colleges. He does not pause to look through the massive blocks
of text extolling each institution's philosophy and purpose. He does not pause to read pages with only one line of text under
a photograph. He wants information but does not want to waste his time. Therefore, he only pauses at those sites that have
a few paragraphs that he can glance through. When he finally finds a couple of possibilities, he prints up the information
about the college.
Writing To Web Users
(Writing Within Web Parameters)
Writing content for your personal web page is based on how web users view web pages. Because at best, web
users will skim a page, content providers must focus on writing for skimmers.
A loose analogy can be made between how web users skim and speed-readers scan books. A writer must understand
that even though web users skim pages, most have not taken classes on speed-reading. Therefore, they do not necessarily know
which text to read to understand the gist of the page. That is the job of the web text writer.
Web text writers set up text
so that it lends itself to be read at a glance.
There are four distinct techniques to write web text that is both succinct and easy to scan.
q
Text is written in a straightforward style. There can be no surprises.
q
The purpose of the page is stated using as few words as possible.
q
Gems of information are highlighted.
q
Hypertext links are underlined. No other words on the page are underlined. The color blue is often saved for
these links also.
Four Techniques to capture Users' Attention
1) The Inverted Pyramid
The inverted pyramid is a journalism technique that works with web users. It gives them information quickly.
To write using the inverted pyramid, content providers present the conclusion
of the paragraph first. Although the conclusion is traditionally found at the end of a paragraph, online it should be
the first line of the paragraph. The best supporting details should come next. Only
then should additional information be presented.
By using the inverted pyramid, content providers make it easy for users to grasp the gist of a paragraph
after reading only one line. If users skim the first lines of paragraphs, which most do, they receive a general idea
as to the content of the entire web page.
2) Concise Wording
Every word needs to be of value. Therefore, content providers do not spend a lot of time with lengthy explanations.
To make each word valuable,
q
Write in simple sentences.
q
Test word choice for effectiveness.
q
Use words that can be understood by a global user base.
q
Cut out almost all of the adjectives, adverbs, and negatives.
Along with using concise words in simple sentences, writers need to concentrate on having only one main
idea in each paragraph. Although one idea per paragraph is a technique taught to most since grade school, its importance is
paramount in writing web text.
Web paragraphs are extremely short, often only one to three sentences. Since users will skim text, if two
points are within a single paragraph, the second point will be lost.
Therefore profound images such as those found in poetry are not effective on commercial web pages. For
example, Henry Wadsworth Longfellow wrote:
"The heights by great men reached and kept
Were not attained by sudden flight
But they, while their companions slept,
Were toiling upward in the night."
On a web page, this same sentiment might read, "Only those who work hard without stopping attain greatness."
To reduce information to what is vital,
·
take out all nonessential words
·
focus on the point
·
use strong nouns and verbs
·
delete nonessential clauses
3) Objective Word Choices
Promotional text is often sudden death to a web page. Because users are in charge, they will not waste
time reading commercials.
Instead of using gimmicks, content providers use objective language. The more objective, the more people
are able to read in 7-12 seconds. The more users read on a web page, the more likely the text can capture their interest.
What is objective language? Objective language consists of word
choices that state facts without exaggerating or appealing to emotions. Writing does not have to be dry and boring to
be objective, but neither should it consist of marketing text such as one would find in pamphlets, brochures, or
fliers.
For an example of this, think about the clichéd "used car salesman" as he says, "This car has only been
driven to church and back by a little old lady from Pasadena." Revised into objective language, the line might read, "This
car is well maintained and has low mileage."
To write objective text,
· delete
exaggerations
· use
succinct word choices
· describe
the gist accurately
·
make direct statements
·
write in simple sentences
4) Layout
Finally, the text must jump off the page and grab the user. This is done through laying out the text in
a way that is visually appealing and allows the important elements to be gleaned when skimmed.
Web text writers highlight (bold) words/phrases, make bullet-point lists, and write headings, subheadings, and titles. In
this way, the text calls attention to the importance of certain words and phrases.
Web Page Text
An Example
Let's say I need to write a brief bio. The following paragraph is my bio. Don't read it. Instead, glance through it.
____________________
Sheila Seifert is a professional writer and sought after conference speaker. With over ten years of experience,
she has had over a thousand freelance sales that include books, articles, curriculum, web page content, fiction stories, plays,
poems, and filler. Ms. Seifert understands the importance of working with editors and conference leaders to attain the best
possible manuscripts and seminars. She has taught magazine and creative writing at the University of Colorado at Denver.
_______________________
If you truly glanced through the preceding paragraph, you probably did not pick up much information. Now
glance through the same bio set up for online reading:
_______________________
Sheila Seifert is a professional writer and sought-after
conference speaker. With over ten years of experience, she has published
- 12 Books
- Over 1,000 nonfiction sales
- Numerous short stories, poems, curriculum lessons, and filler
Sheila has taught magazine and creative writing at the
University of Colorado at Denver.
_______________________
If you scanned the above information, you would understand that I am a writer, speaker, and teacher. You
would catch my name because it is the first words in the paragraph and you might see the University of Colorado at Denver
because it is the last term. In addition, your eyes probably saw "12 Books" and glanced through the other credits. Even if
you did not notice what the other credits were, you were able to notice that I am a multi-published author in many genres.
The placement of words and highlighted terms allow the writer to control how the web page is scanned.
Writers, who want to include additional information, should do so by including links. Information presented
needs to be succinct.
Conclusion
Web text writing techniques highlight what users need to glean from the page and not what the writer is
proud of. Good content writers understand the online audience and combine online writing techniques for the best results.
They will use the inverted pyramid, objective language, concise wording, and layout to keep the users' interest.
What You Can Do
(With the information presented)
1. If you do not understand any of the web related terms presented
or have questions about other web related terms, talk to a reference librarian. S/he can direct you toward books that will
clear up your confusion. Before proceeding, you must understand the terms presented.
2. Practice writing a bio that users can skim and still glean the necessary information. Try including
all four techniques (inverted pyramid, objective language, concise wording, and layout).
Writing Web Page Content. Copyright © 1999 ©2003 by Sheila
Seifert. Printed electronically in the United States of America. All rights reserved.
No part of this seminar may be reproduced in any form or by electronic or mechanical means including information storage
or retrieval systems without permission in writing from the author except by a review or when used for educational purposes
where brief passages may be quoted.
