The document discusses how to write effectively for online readers. It notes that online readers scan pages rather than read linearly. It recommends using highlighted keywords, meaningful subheadings, bulleted lists, one idea per paragraph, and keeping word counts low. The document also discusses an "F-shaped" reading pattern online and techniques like chunking content into short, scannable pieces to improve readability and engagement for online users.

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COMA 360 - DMH
WRITING FOR SCANNERS

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COMA 360 - DMH
QUALITIES OF WEB BASED
COMMUNICATION
 Non-linear approach
 Interactivity
 Multi-media
 Personalized
 Visual design centered
 Others?

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COMA 360 - DMH
WHY SCANNERS NOT READERS?
 Reading from computer screens is tiring
 The Web is a user-driven medium
 Each page has to compete with hundreds of millions
of other pages
 Modern life is hectic

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COMA 360 - DMH
HOW USERS READ ON THE WEB
 Highlighted keywords
 Meaningful sub-headings
 Bulleted lists
 One idea per paragraph
 The inverted pyramid style
 The chunking text style
 Half the word count of conventional writing

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COMA 360 - DMH
F-SHAPED PATTERN FOR READING WEB
CONTENT

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COMA 360 - DMH
WRITING STYLES
IMPROVING USABILITY

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COMA 360 - DMH
PROMOTIONAL WRITING
Nebraska is filled with internationally recognized
attractions that draw large crowds of people every
year, without fail. In 1996, some of the most popular
places were Fort Robinson State Park (355,000
visitors), Scotts Bluff National Monument (132,166),
Arbor Lodge State Historical Park & Museum
(100,000), Carhenge (86,598), Stuhr Museum of the
Prairie Pioneer (60,002), and Buffalo Bill Ranch State
Historical Park (28,446).
Dense writing trying to do too much

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COMA 360 - DMH
CONCISE TEXT
In 1996, six of the best-attended attractions in
Nebraska were Fort Robinson State Park, Scotts Bluff
National Monument, Arbor Lodge State Historical Park
& Museum, Carhenge, Stuhr Museum of the Prairie
Pioneer, and Buffalo Bill Ranch State Historical Park.
Edited version appropriate for brochure or fact sheet

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COMA 360 - DMH
SCANNABLE LAYOUT
Nebraska is filled with internationally recognized
attractions that draw large crowds of people every
year, without fail. In 1996, some of the most popular
places were:
• Fort Robinson State Park (355,000 visitors)
• Scotts Bluff National Monument (132,166)
• Arbor Lodge State Historical Park & Museum (100,000)
• Carhenge (86,598)
• Stuhr Museum of the Prairie Pioneer (60,002)
• Buffalo Bill Ranch State Historical Park (28,446)
Lots of content, but easy to read with links to more content

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COMA 360 - DMH
OBJECTIVE LANGUAGE
Nebraska has several attractions. In 1996, some of the
most-visited places were Fort Robinson State Park
(355,000 visitors), Scotts Bluff National Monument
(132,166), Arbor Lodge State Historical Park &
Museum (100,000), Carhenge (86,598), Stuhr
Museum of the Prairie Pioneer (60,002), and Buffalo
Bill Ranch State Historical Park (28,446).
Eliminates promotional language

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COMA 360 - DMH
COMBINED VERSION
In 1996, six of the most-visited places in Nebraska
were:
• Fort Robinson State Park
• Scotts Bluff National Monument
• Arbor Lodge State Historical Park & Museum
• Carhenge
• Stuhr Museum of the Prairie Pioneer
• Buffalo Bill Ranch State Historical Park
Eliminates fluff – with easy to follow links

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COMA 360 - DMH
CHUNKING
 a method of presenting information
 splits concepts into small pieces or "chunks" of
information to
 makes reading and understanding faster and easier.

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COMA 360 - DMH
CHUNKED CONTENT CONTAINS
 bulleted lists
 short subheadings
 short sentences
 short paragraphs
 easily scannable text
 inline graphics

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COMA 360 - DMH
WRITING CLEARLY
 Put the main message first
 Cut out words
 Keep paragraphs short
 Keep sentences short
 Use fragments
 Use the users' words
 Give examples