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words - writing - web
Sue Emms
Waiariki Institute of Technology
Abstract
Defining the Internet, the Web, browsers and users; the opportunities and limitations of technology,
text on the Web, initial considerations around how users read web content.
Quote
Writing web copy that is effective for both humans and search engines is a bit of an art.
Barbara Tallent
BROWSERS
People who read through web pages are often called browsers. Its important
not to get hung up on terminology but it is as equally important to be aware that,
in the Internet world, a browser is not a person, but a software application which
allows users to navigate around the various HTML pages on the Internet.
The most popular browsers, at the time of writing, are Mozilla Firefox, Google
Chrome, Opera, Apple Safari and Internet Explorer.
Many computer users take their browser for granted - it is something which is on their computer when they
buy it - but there are a number of popular browsers freely available, and which can be downloaded to allow
users to personalise their browsing.
The important thing to know is this:
Different browsers may display content differently
What that means to you, as a writer of web content, is you need to be aware that your careful tweaking
and formatting of text - which looks terrific on your computer - could be a jumbled, slow-loading mess on
someone elses.
(I discovered that, personally, when creating this PDF for uploading. Worked fine in eCampus, and didnt
work fine in Scribd. Turned out Id used fonts and page sizes that werent compatible. Rats. I should have
read the directions more closely!)
The Waiariki Institute does not recommend one browser over another.
But knowing how your text will look, especially if you are responsible for uploading it to the Net, is part of
being web-savvy. Go to Web Browser Resources by Jennifer Kym to read more about the most popular
browsers.
A BRIEF HISTORY...
Although early versions of the Internet have been around for decades, the Internet as we know it today
only hit its stride in the late 1990s. A number of things lead to the enormous change in Internet usage.
(a) Email. The advent of email engaged the average user with the Internet - because email
was an easy introduction into a technology that, previously, was seen as the province of
geeks and nerds.
(b) Faster Internet connections. In the 90s, most people with Internet had a dial-up connection that might have seemed miraculous in the day, but was achingly slow (56kbps*).
To compare: if you want to download a feature-length film on an average broadband
connection (in New Zealand), it will take about 1 hour. With a dial-up connection, it will
take about 3-5 days).
Broadband arrived at the turn of the century and suddenly the Internet became completely relevant. Data could be transmitted at a useful speed, and data travelling down
a telephone line could be split between telephone and Internet, meaning an ordinary
phone line was no longer clogged up whenever a person went on line.
(c) Wireless technology arrived and, suddenly users could connect anyplace, anytime, anywhere. Wherever, whenever, however.
KEY THOUGHT. The arrival of the Internet paved the way for the World Wide Web.
*KBps - Kilobytes per second. Essentially, the higher the kilobyte number, the faster the broadband speed.
The impact of wireless technology
With the arrival of wireless technology and fast Internet connection speeds, the commercial world sat up
and took notice. Suddenly, people could see opportunities for making big money. The result? The Internet
exploded in size, purpose and popularity. The result was the bursting of the dot-com bubble.
The dot.com bubble refers to how quickly the Internet expanded and the way it burst, just like a soap bubble will pop if it is blown up too fast. Huge numbers of start-up Internet companies went bust at this point.
The burst of the bubble was a good thing
The burst of the dot-com bubble left many people out of pocket, but brought about a clearer focus on what
the Internet was all about, and its potential purpose.
Business and commerce moved in to sell or inform across their websites; distance education became easier
to manage - content could be created and stored and presented in interesting and interactive ways; online
gaming rapidly evolved to become the preferred form of relaxation (beating out TV, films, and books). People starting making connections with complete strangers and developing genuine and meaningful relationships.
Innovative thinkers brought entirely new ideas to the page - Facebook, for example, which was launched in
February 2004; YouTube in 2005; Twitter, in March 2006.
KEY THOUGHT. Developments on the Internet have changed the face of personal interaction, business operations, public relations, news reporting, entertainment, everything.
AVAILABILITY IS APPEALING
The ease of creating and uploading web content makes it very appealing to users at a variety of levels.
Some people consider the web a great way to:
Make money - selling stuff online or promoting off-line services.
Share information, either freely, or as paid content.
Connect with like-minded people.
Be heard (via blogs, etc.)
The overall focus of the Applied Writing qualification is on writing. As such, we dont plan to side-track too
much into how to write sales stuff, for example, or the technology side of things like building websites they are both huge topics that need and deserve separate courses.
But just as writers of:
Five hundred years ago needed to know how to dip a quill into an inkwell and to blot their pages
properly so the ink didnt smudge;
Seventy years ago needed to know how to roll paper into a typewriter and use carbon paper;
Thirty years ago needed to know how to use a word processor;
Today need to know how to use a computer-someone who wants to write web content needs to know enough to write content that looks good on a
webpage, which appeals to readers, which can be found, and they need to know how to upload successfully. We will be discussing all of these topics throughout this course.
KEY THOUGHT. There is no need to be daunted by the idea of publishing online, in any form. The World
Wide Web is simply another opportunity for writers to be read. But it
does mean a writer needs to wear a few more hats than only that of
writer.
GETTING NOTICED
What the previous information tells you is what you no doubt know
already.
The World Wide Web is monstrous. It is huge. There are literally
billions of HTML pages out there. How then, do you find the right
person to submit your writing to - or get the piece of writing youve
uploaded noticed? There are a number of ways, and we will discuss a variety of them throughout this
course.
But at this point its worth mentioning one important way to get noticed: that is, by making a page appealing to search engines. Yes, those tools like Google, Ask Jeeves, Bing, and hundreds more you use to search
the web.
Compare, for instance, the difference between reading a text which tells you how to build a garage, with a
text that includes pictures of how to build a garage; and then compare those methods to watching an actual demonstration of how to do it. If it's well written, the plain text may give the best specific info, but it's
likely to be the hardest to absorb.
Text plus images can give clear instructions and is brilliant because the builder can go back and check, and
work at their own pace.
A live demonstration can be good IF the demo allows live interaction.
If it doesn't, then a surprising amount of detail can be missed by those watching. It's an acknowledged fact
that most people have poor observational skills, for a variety of reasons.
KEY THOUGHT. Text is one of the best ways of conveying information and detail - but how that text is presented can make all the difference to the reader.
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Consider the font you are reading. It is a serif font - that is, a font with ticks and curlicues. A sans-serif
font makes reading text on a screen easier. Why? Because a monitor is actually a lower resolution (in
regard to print quality) than a piece of paper. There is more white space around the individual letters,
and a non-fussy font is easier for the eye to pick up.
In printed material, a serif font is considered easier to read. The serifs - those little ticks and curlicues
on the letters - work by leading the eye from one letter to the next. That, in turn, allows the reader to
read whole words and sentences. At low resolution, as on a screen, the serifs make the letters harder to
read.
What if you enlarge the Times New Roman font? Would that help?
Consider the font you are reading. It is a serif font - that is, a font with ticks and curlicues. A sans-serif font makes reading text on a screen easier. Why? Because a monitor
is actually a lower resolution (in regard to print quality) than a piece of paper. There is
more white space around the individual letters, and a non-fussy font is easier for the eye
to pick up.
In printed material, a serif font is considered easier to read. The serifs - those little ticks
and curlicues on the letters - work by leading the eye from one letter to the next. That,
in turn, allows the reader to read whole words and sentences. At low resolution, as on a
screen, the serifs make the letters harder to read.
What do you think? Share your thoughts on the forum.
EASIER READING
You may have noticed that smaller screen sizes and shorter lines are easier to read. That's because it is
easier for the human eye to absorb the information. When we have to scan across long lines of text, it is
harder to read.
That should instantly tell you that, in regard to the written word, web content is best presented in
narrower widths - not across the widthe of a screen. The writer also needs to consider acknowledged
reading patterns.
The F-shaped reading pattern
Eye-tracking studies have shown that people who read web pages tend to do so in an F-shaped pattern.
That is:
They scan the first few lines of the page from left to right, all the way across the screen. That's the
top bar of the F.
Then they move down the page a bit and read across the screen again, but only about halfway.
Then they scan down the left-hand side of the page in a vertical direction.
Head along to 'Research on how users read on the Web' for some cool images that clearly demonstrate the
patterns. The red areas are the 'hot-spots' - the sections most read by the user. The yellow is the next most
read, the blue the least read.
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The F-shape might be slightly different according to a user or page layout, but the general principle is true.
What this tells you is you can't think "ha. I'll get around the technical side by creating a PDF and uploading
it" because your user is still likely to read in an F-shaped pattern, and is still likely to skip parts of the page.
Writing skills.
Understanding of the technology and the terminology.
Basic technological skills.
Awareness of the online reading habits of users.
The need to blend these four aspects can make writing for the web seem complex to begin with - after all,
it's hard enough just to write well! but, as with many skills, once the basic steps are absorbed, the building of knowledge and application of skills becomes easier.
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