WRITING FOR ONLINE
JOSEPH ROBERTS-MENSAH
29/01/2022
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PRINT AND ONLINE
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Print is linear; author-driven storytelling. Print
tends toward anecdotal examples and uses
long sentences.
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The web is nonlinear, reader-driven, with
actionable content. The web provides
comprehensive data.
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THINGS TO REMEMBER
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The online reader expects
Clarity.
Relevance.
Brevity.
Scanability and readability.
Consistency.
Freedom from errors.
Good integration with the site design.
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ONLINE WRITING
Websites require a unique style of writing.
 People consume websites differently than other
forms of media: they don’t read; they skim.
 They will read only about 20 percent of the words
on the average page.
 Do not say in 150 words what could be said in 75.
 Write simply; Long complex sentences don’t work.
 Avoid marketing; be clear and direct.
 Use the “Inverted Pyramid” style of writing
Essential first and additional info in diminishing order.
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ONLINE WRITING
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Use keywords; words and phrases that people type
into search engines
Use common words not jargon or abbreviations
Use headings
Highlight only when necessary
Use bold to draw attention only.
Use the proper case; easier to read
Make links consistent in color and style.
Do not underline any text since it may be confused
for a link.
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ONLINE WRITING
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Break up text; use descriptive headings and
subheadings so users can find information faster.
Different ideas must have different paragraphs
Long text frightens readers; several short
paragraphs is better.
Make your text skim-friendly
Use bulleted lists
Sentence case is much easier to read than
uppercase. To emphasize an important point, use
bold.
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KEY TIPS
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Think about your target audience; are they global or
local?
Collaborate; audio, video and interactive producers.
Look for stories are better on the web than
elsewhere.
Tailor your online interviews to your needs
Become more interactive; words for images;
audio/video for words; data and grapgics.
Writing for the Web; tighter and punchier than print,
but more literate and detailed than broadcast writing.
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KEY TIPS
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Write actively, not passively.
Differentiate your writing style; rules still apply.
Readers notice sloppy writing and they don’t
forgive; they have options.
Readers rarely notice, or care who was first. People
want to know not just what happened, but why it
matters.
Don’t bury the lead; it’s essential to tell the reader
quickly what the story is about and why they should
keep reading.
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KEY TIPS
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A story can be told in 800 words; not a rule a guide
Tell people what they are going to get.
Online news users prefer straightforward headlines
Don’t link to sites with false information/offensive
content. Always link to related stories on your site,
past and present.
Don’t forget the fundamentals of journalism. Facts
still have to be checked; writing still needs to be
sharp, lively and to the point; stories should include
context; and ethical practices must be followed.
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Questions?
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