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Cut it down and open it up

July 5, 1999

"Brevity is the soul of wit," 'tis said, and it's certainly a rare virtue on the Web. Freed from the constraint of paper costs, prophets, pundits, boosters and just plain windbags go on and on and on about every conceivable subject. Perhaps because of this barrage of information and pseudo-information, most Web readers seem to skim through Web pages, devoting a lot less attention per word than they would if they were reading a print publication. Most folks seem to agree that people's attention spans shorten when they go online.

When writing for the Web, therefore, it's wise to write a little tighter and meatier than you would for print. Remember that your readers can click away at any second, and try to keep their attention by sticking closely to your topic. Avoid repetition and superfluous clauses. Of course you don't want to economize so much that your prose becomes stilted and humorless. Really talented writers find a good balance, and are able to cover a lot of hard information in a readable, entertaining way.

In addition to cutting out excess verbiage, it's good to organize your text in a bit more open, loose format than you would in print. Be generous with paragraph breaks and headings - they make pages a little more eye-friendly and easier to scan quickly. If appropriate, don't be afraid to use things like bulleted lists and tables - anything to make the information jump out at the reader, instead of making them sift through long paragraphs to get at it.

When writing for the Web, keep in mind that you're writing for an international audience. If you want your work to be comprehensible to visitors from around the world, avoid Americanisms (such as metaphors like "batting average," "drop back and punt," etc.) and/or Britishisms ("close of play," "sticky wickets" [I just had to get that one in there]). Puns and plays on words can definitely cause problems. People whose first language is not English may be confused or misled by them.

Writing for the Web
Writing for the Web
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