When you write on the web, get to the point quickly

Posted on August 7, 2010 by Gary Chow | No Comments » | Trackback URL

On the web, readers are a impatient lot. We want articles to get to the point quickly. This is why you should write like a reporter, using the inverted pyramid method, leading with the primary point right up top and then adding supporting and background information in descending order of importance. The key questions: who, what, when, where and why should be answered before you get to the details. But even reporters get it wrong sometimes.

Take this example taken from the Sydney Morning Herald website today. The report is of a football game which took place the night before. If, like me, you did not know the score, what would be the first bit of info you’d want the moment you clicked on the link?  The score, right? Read the article – no where does it mention the scoreline; in fact, you don’t even know who won although you can hazard a guess. That’s another point, when you write on the web, don’t leave your reader guessing; make your points forcefully: go in and go hard.