Defining the Web Audience
The first step a writer must take before starting any work is
defining the audience; who he/she is writing to. At last count
there were an estimated billion Web users. Writing content for
the World Wide Web means writing for a vast, multilingual,
multicultural audience of varied educational background. The web
is spreading rapidly through the third world. Though English is
now the dominant language, it has been forecast that by the end
of 2007, there will be more Chinese than English screens. The
literacy rate of users is rising as the internet spreads and
education improves. Ever widening differences in cultures must
be taken into account as less developed countries gain increased
access. Though it is nearly impossible to define such a huge and
varied audience, let us start with what we know we can say about
users in the web audience.
Internet Users (aka Surfers)
The internet is a fast medium; hypertext allows users to travel
at light speed. One click and they're gone. Think of users as
busy, impatient, petulant children with an attention span of
about ten seconds, who are on the web to find something or find
out something and find it fast.
Now, let's attempt to define the most universal classification;
men, women and the kids.
Men
Men continue to be the most important users of the web,
especially when spending enters the equation, and pursue
internet activities more extensively than women though not as
much as the hyper-kinetic youth. Assailed on all sides by the
latest gadgets and toys, pressured at work, diverted by the wife
and kids, mind on other things; it's amazing he can find the
time.
Women
Women are fast catching up to men as internet users, though
their concerns are more focused on connections with people than
business and technology. They still hold the purse strings and
will ultimately dominate use of the web. Baby on her knee,
kids in the car, dinner not yet in the oven, the house a mess,
still plenty of shopping to do, needing the internet as much if
not more than anyone; she doesn't have the time.
Kids
The younger generation have embraced the new technology
wholeheartedly, especially 12-28 year olds, and are by far the
largest users of the web. Cell phone in one ear, Ipod in the
other, parents on their case, friends at beck and call,
pretending to do schoolwork, exploring the hottest sites,
chatting on IM, listening to the latest tunes, downloading the
latest videos, playing online games - all at the same time;
so much to do, so little time.
What is the Web Audience
Despite their differences, they all have one thing in common;
they don't have the time. They want it short, they want it
obvious and they want it right now. Hyper-impatient, they scan
and react; clicking and moving on. Users read only what catches
their eye. They look for headings, lists, tables, small
digestible bites of text and links.
How to Write for that Audience
Text is seen not necessarily read. Keep it short, simple and to
the point. Use simple words and simple sentences to describe
simple ideas. Keep it conversational without being overly
familiar and chatty. Avoid all lingo, slang and jargon and stay
away from the overly popular words that have crept into our
speech (really, like, basically). Minimize adjectives and
adverbs; they adorn, not tell. Though you may be writing to
millions, try to keep it personal and make it human.
Strict rules of grammar and punctuation do not necessarily
apply to the web. Keep punctuation to a minimum; periods and
commas are enough. The classic paragraph is obsolete; divide
text into chunks or blocks. The sentence, the basis of all
composition, is under attack as well; phrases and even fragments
serve. Use headings extensively and keep them as short as
possible. Lists (numbered and bulleted) organize information
visually and make it more accessible; use them often. Tables
convey enormous amounts of information quickly; use them
whenever feasible. Employ text graphically. Typography (font,
size, style, weight, leading) contains an enormous amount of
power. Readers will read more if they see it. Use it to get
their attention; even if it practically jumps out and bites
them. The web is a hypertext medium, use plenty of links.
And remember, no matter who you are or who you think you
are, and who you think they are, don't ever talk down to your
readers. Treat them with care and respect.