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Last week I attended PRSA’s teleseminar on writing effective web content. The best key idea I got out of the presentation was this:
Effective microcontent can stand alone.
Microcontent includes:
Headlines, subheads, bolded words, links & lists
Try removing all your copy except the microcontent. In theory, your headlines tell your thesis, subheads give supporting arguments or themes (not just “Introduction” or “Challenges”), and other microcontent provides evidence. If someone looking at only the microcontent can convey your meaning, you’ve done a good job. (Then you can add the copy back in).
The goal is to improve scannability, since most internet readers do not sit down to read a chunk of text word-for-word. I’ve tried to apply this with some of my posts, but I’ll admit that sometimes I don’t. It’s a principle I’m still trying to consistently, effectively apply.
What about you? What do you do to make your writing easier to scan and quicker to pull meaning from? What techniques do (or don’t) you appreciate when you’re reading online?
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We learned this same concept, years ago, in Teacher Training, as ‘teach one concept’, and let the class know at the beginning what that concept is; don’t keep them guessing what point you are trying to make.
As to articles, I’m one of those who scans, and does not normally read long articles on line, so, yes, the point needs to be pretty clear for me to get it. ; )
Pictures are good. I appreciate paragraphs, correct spelling and grammar, black ink, and limited, appropriate bolding. (As you have demonstrated.)
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