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	Online Versus Offline

	by Suzan St. Maur

In my view the most irritating difference between writing text for online media and offline is the physical RESTRICTIONS and impediments imposed by the viewing MEDIUM, i.e. a screen rather than a piece of paper. Most of you will be familiar with all the current web usability issues and if you’re not, by any chance, you would do well to look at Dr Jakob Nielsen’s website www.useit.com. However never be intimidated by grand-sounding webspeak. Writing effectively for online purposes is not rocket science. Essentially, there are just two very important things you have to remember.

WRITE FOR THE WAY PEOPLE READ ONLINE

Firstly, go with the flow of the physical restrictions and write so you MINIMIZE their effect. According to Jakob Nielsen, 4 out of 5 people SCAN online text. That’s probably because reading from a screen takes them 25% longer than it would to read the same text from a piece of paper –- reading from a screen can be hard work, especially if you do it a lot.

KEEP IT BRIEF

One popular recommendation is to keep screen-based text SHORT -– about half the length of its paper-based equivalent is comfortable. The other recommendation is to create your text so it works well for scanners (human scanners that is) by highlighting key points in BOLD -- not italics or underline because people think those are links. That way people get the gist of your message while scrolling, although of course they will stop and read more carefully when an emboldened section really does catch their eye.

DON'T IGNORE ONLINE FOLKLORE AND ETIQUETTE

Secondly, bear in mind that even in its short little life the internet has already started to put its folklore on a nostalgic pedestal and this plays a key role in determining what works online now. Having begun its days as an electronic kaffée klatch for individual tekkies the net has developed a very personal INFORMALITY and straight-talking ethos that, miraculously, is being preserved and perpetuated successfully. And that’s all the more astounding when you consider the vast commercialism that’s replaced the early net’s endearing woolly-sweater-and-sandals innocence, naïvety and HONESTY.

ONLINE = INFORMAL

Never mind, though. There are other good reasons why brief, straight, plain -– even BLUNT -- speaking is a sensible style to maximize the success of your online text. Obviously it helps overcome the physical restrictions and also works well in such a personal, one-to-one medium that is, literally, in your face.

SIMPLE IS BEST

OVERWRITING anything using pompous corporate-speak, too much inappropriate jargon, too much of a “me” focus rather than concentrating on what’s of interest to readers ... well, they’re all bad enough offline. Do that online and your piece will positively scream out BORING and not worth a second glance.

WEBSITE PECULIARITIES

If you’re asked to submit an article to a website, obviously you will discuss the content, tone, length etc. with the people concerned before you start. Sometimes, though, you’ll be given a free rein. If this is the case then choose your subject matter very carefully. Even if the site owners tell you to write about anything you want, make sure a) you understand their typical AUDIENCE and b) you choose a topic that will be of genuine news or feature VALUE to them. Okay, by all means work in a few mentions of your product or service but remember this: readers aren’t stupid. If your article looks like a thinly disguised advertisement your credibility will be down the toilet. It’s a simple as that.

KEEP THEM SHORT

If you have a free rein over length, don’t go much beyond 800-1000 words. One of the websites I write articles for have found that this is the OPTIMUM length to retain people’s attention and concentration, because more often than not they will read the article online (rather than print it out and read it off paper later.) Structure-wise, use shorter sentences and shorter paragraphs than you do for print articles. Every few paragraphs break the text up with a snappy, relevant CROSS-HEADING.

SIMPLE LANGUAGE

Style-wise, keep your language simple and UNCLUTTERED. Avoid unnecessarily long words and phrases. Be direct, and write to the reader. If you find this hard to grasp, imagine you’re writing a letter to one typical member of the website’s audience. Have a picture of that person in your mind. Visualize what s/he will find INTERESTING and what will begin to bore him/her. I know that sounds weird and psychobabblesque, but it works to keep you reader-focused.

DON'T FORGET THE TRAILER

Finally –- and I say this deliberately, because it’s far easier to do it last than first -– write a trailer paragraph about your article. You should include this as an emboldened INTRODUCTION to your article, but it should also be able to stand alone so the site can use it as an ABSTRACT if they want to. The editor may tinker with this paragraph a bit, but I always prefer to offer them a suggestion of how to introduce my article –- rather than let them do it from scratch!

Suzan St. Maur is a leading business and marketing writer based in the United Kingdom. You can subscribe to her free bi-weekly business writing tips eZine, TIPZ from SUZE on her website at www.suzanstmaur.com .

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