Adapted by Dr. Mike Downing from Crawford Killian’s book: Writing for the Web

Lookers: TV refugees who are looking for visuals. Readers: Print refugees who are eager to read. Users: Information grabbers who need content or information Shoppers: Online bargain hunters who are looking to buy something. Listeners: Audiophiles who are looking for music.

Skimmers and scanners Thorough readers Impatient surfers Those addicted to jolts

1. Orientation 2. Information 3. Action

Can the surfer quickly understand the purpose of your website? Can the surfer quickly understand the purpose of any particular web page? Is your target audience clear (within 7-8 seconds)?

Does your website cater to your target audience? Is your organization clear? What is the organizational structure: Narrative? Logical? Categorical? Is your website correct in terms of its use of language and style?

Are you making use of hooks: Direct address (“Welcome to my website.”) Quotations (“According to Abraham Lincoln…”) Questions (“Are you looking for information on August Wilson?” Unusual statements (“Many doctors claim that most illness is psychosomatic.”) Promise of conflicts (“Sean Hannity and Keith Olberman Face One Another.”) News pegs (“War in Afghanistan Continues.”)

Use Chunks words, then jump to another page for remainder of article Break text into short paragraphs Use subheads Scrolling Text Use front pages for hooks; use back pages for remainder of article Include internal links to speed navigation Bulleted lists Action items should be bulleted

Maintain a “you” attitude: (“Do this. Don’t do that.”) Positive attitude Response cues Solve a problem Easy response Quick response

Allow for some kind of feedback Include an address so that people can write You can also add a automated form