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.