1. Writing for the Web

2. How people read online
How do you read
online?

3. How people read online
They don’t.

4. How people read online
They scan.
Why?

5. Screens & eye sight
Computer
vision
syndrome
http://www.aoa.org/x5253.xml

6. Retina display; no glare displays
Will we read more in the future?

7. For now…
How people read online
Seek sth. specific
They are impatient
Headlines
First sentences

8. Writing for the screen
Concise!
Chunked
Headlines
Meaningful links

9. Writing for the screen
Blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah,
Concise! Informal
blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah,
blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah,
blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah,
Clear Organized
blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah,
blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah,
blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah,
blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah,
Specific Captions
blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah,
blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah,
blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah,
blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah,
Logical Simple
blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah,
blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah,
blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah

10. Inverted Pyramid Style
Very important
Less important
Least
important

11. Inverted pyramid style
http://www.cybercollege.com/frtv/newsp2.htm

12. http://blog.vovici.com/blog/bid/25960/Structuring-Your-Survey-Report

13. Example
Same type of product
4 ways of explaining it

14. 1

15. 2

16. 3

17. 4