Adapting Printed Publications for the Web
If presented effectively, eNewsletters and other forms of online content
are great tools for communication, sales and marketing. But you only have
one chance to make a good first impression, says Proven Systems Production
Coordinator Julia Thomas. So your content and layout must be specifically
designed for busy Web readers.
"If users are turned off the first time around, that could be a lost
reader," Thomas says. "But if your newsletter is appealing,
they'll come back for more."
When producing content for the Web, Thomas says, companies tend to overlook
this crucial point: "They don't consider the fact that someone
who's sitting at a computer cruising the Internet has many choices
for finding information," she explains. "There's more
competition for the reader's attention."
Creating Reader-Friendly Content
Web users tend to be in a hurry and want to find information immediately.
Therefore, your online content must grab readers' attention and get
to the point as quickly as possible, Thomas says. In print, you might have
the luxury of being able to take several sentences to lead into an article.
But on the Web, you have to set the hook much sooner, or readers will lose
interest and click away.
Printed publications can delve into topics more deeply and run longer formats.
Web publications, however, must be very efficient with words. Online content
should be brief and to the point because readers have little tolerance for
longer pieces. In other words, less is more.
Keep in mind that people often multi-task while online, which means their
attention may be divided. So it's essential to make your content as
reader-friendly and understandable as possible. Avoid long, complicated sentences
that can confuse or frustrate readers. Instead, use clear, simple and interesting
language that smoothly moves readers to the end of the article.
Presenting an Eye-Appealing Layout
Having great text is worthless if it appears dull and uninviting. People
simply won't attempt to read it; if they do, they probably won't
finish.
Bear in mind that online readers tend to scan text, rather than read word-for-word.
That's why it's important to include visual elements to break
up the text and make your content easier to digest. Think of it as "eye-candy."
Here are some examples of layout elements that make online content visually
appealing:
- Bold headings: Main headings can capture readers' attention,
while sub heads pull them through the article.
- Bullets: Listings with bullets, numbers or other elements are
quick to read and digest.
- Short copy blocks: Present your text in small, "bite-size" chunks.
Shorter paragraphs, sentences and words are easier on readers' eyes—and
brains.
- Fonts: Stick to standard fonts that most readers have, such as
Verdana, Geneva, Arial and Helvetica. These fonts may seem boring, but
they'll make your content look better and display correctly on most
browsers. Also, opt for fonts without serifs (short lines at the end of
characters), because they're easier to read on computer monitors.
And try not to mix too many fonts. More than two or three will make your
page look disjointed and uninviting.
- Graphics: Graphics break up text and make it
appear more interesting.Use
graphics that fit the content and stick to smaller images (10 to
12 KB each) because they load more quickly.
- White space: White space, or area on the page
without text or graphics, is just as important in Web layout as it is in
paper layout. Use it liberally to keep your content from appearing too
busy or overcrowded.
- Links: Unlike a printed publication, online content can quickly
link readers to pertinent Web sites and email addresses. Links give readers
easy access to other resources, and provide you with instant insight about
their interests and desires.
Adapting a printed publication for busy Web users can be a challenge. But
with the right approach, you can create successful online content that will
serve you well.
Learn more about how you can create effective content for the Web. Email Proven
Systems Corp. or call (970) 223-6565. |
