Write for the "Scan Reader"
Online audiences tend not to read word for word. Instead, they scan
subheads, links, and lists for information that applies
specifically to them. Therefore, you should—
Lead With the Main Idea
Identify the key overall ideas first on each web page; then go into detail. Again, explain the most important information first.
This writing style is often called the inverted pyramid. It
ensures that no matter where on the page a user stops reading,
they will have read the most important information.
Back to Top Use Subheads Frequently
Subheads make text more readable and point readers to specific
information. They should be used often (every
1–3 paragraphs), and should be more specific than "Introduction" or "Project
History." Such generic subheads tell online readers little
and encourage them to simply scan over the material.
Examples of specific headlines:
- Crime Victims Demand Compensation
- Standard Form Streamlines Case Management
- Effort Targets Schools With High Crime Rates
The most effective subheads provide enough information that
reading the section becomes optional. Don't let your readers wander.
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Use Bulleted Lists To Itemize Information
Effective bulleted lists are brief. List items should be concise and relate to one another. Generally, lists should never be longer than the length of the screen. To shorten a bulleted list that is too long—
- Combine some bullets, if possible.
- Reorganize the bullets into several lists.
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