Writing for and about the Internet, by CP
I came across a couple of new things in “Writing for and about the Internet,” a chapter of The Canadian Press Stylebook*. Among them are a wise metaphor of the reader’s online experience, good practices for hyperlinks, and tips to get Web users to read more.
Picturing the Webreader
In my opinion, the CP gives the most accurate picture of the critical online reader: “It’s the morning before your final history exam. You have loads of notes to go through but they’re nicely organized, with lots of highlighting and margin notes. You can skim over each section and stop to dig deeper whenever you feel it’s necessary. All of the information is there, but without the highlighting and subheads, you’d be lost in a block of text” (p. 177).
To make this skimmer more involved in your text, the CP suggests to:
- Use quotes in stories and around them
- Highlight keywords with boldface or color
- Write short and clear headlines
- Use lists with subheadings
- Edit length to prevent scrolling
I would add to this list captions, graphics, side-bars, paragraphs beginning with a summary, and short (up to 12 words) or well-punctuated sentences. CP also suggests summing up the main elements of a story in a paragraph or two. I personally recommend a two-sentence summary at the top, with hyperlinks leading down to key points.
I always wonder why a copywriter, who doesn’t have much time himself to read during a working day, still publishes so many texts and always in a one-way communication. Why not select the best of them, in a very brief and scannable fashion, to initiate a dialogue? Why write the whole text in advance, from only one point of view?
Best practices
Surprisingly, the CP doesn’t preach systematic use of the inverted pyramid: “There is always room for a story with a beginning, middle and end if you engage readers’ interest throughout and help through the piece with some of the other devices mentioned here.” I believe it, too: in any type of text, addressing the readers’ most urgent needs, questions, or concerns may be the surest way to engage them — whatever the structure may be.
The CP dedicates a section to hyperlinks: its best element of practice may be to avoid including instructions in them: “Keep writing about the subject. Don’t switch to giving the reader instructions just because you have added a hyperlink:
Not: Go to Anne Murray’s home page for a full biography
Nor: Click here to visit Anne Murray’s home page
But: Anne Murray is one of Canada’s most recognized singers.” (p. 179)
The CP insists on avoiding anonymity: “The Web is already anonymous enough. Be clear about where material comes from. Readers want to see a byline.” (p. 180) This is perfectly consistent with newsgroups, the founding spirit of the Web, where real people discuss various subjects.
About the Internet
When writing about technology, the CP recommends avoiding buzzwords and sticking to well-known acronyms: “It is usually safer to use the longer form (instant messages, not IM) or a generic description (high-speed link instead of T-1).” A good writer would know when to mix the jargon with the everyday, and set tech talk against a familiar backdrop if necessary. For all cases, the CP states a key guideline for good writing: “Edit ruthlessly. Use simpler words. Watch run-on sentences. […] Proof, proof and re-proof your copy” (p. 178).
* The Canadian Press Stylebook : a guide for writers and editors, 14th edition, Canadian Press, Toronto, June 2006.
