Once you have identified suitable material for publication on the web it will probably need to be edited very tightly. This process has to be far more rigorous than for print.
The editor needs to carefully structure material. This will entail identifying material that can be linked from the main article. It's also important to ensure that articles can readily be accessed from elsewhere on the website.
Styling for screen
Once drafted, the text needs to be formatted so that it can be rapidly assimilated on screen. Typographic styles such as - bulleting, numbering, emboldened text, text colour and font type and size variation can be used to advantage.
... writing in a compelling style that will engage the reader so much that they will comprehensively read the item from start to finish
Consideration needs to be given to sentence and paragraph lengths. Text must not deter the reader, but its layout should attract them. New stories need to be strongly introduced and perhaps linked using persuasive and helpful headlines, with perhaps brief content summaries.
The text will need to be interspersed with sub-heads. Consider attracting the reader with a stand-first - that's a sentence or two at the start in a different type. Maybe extract a phrase to use as a pulled quote (as on this page).
Instead of creating an easily scannable piece of text consider writing in a compelling style that will engage the reader so much that they will comprehensively read the item from start to finish.
If you decide on this second approach the text should not be styled for scanning, but for optimum uninterrupted readability instead. The two design approaches are quite different.
Will they be printing out?
Another design consideration that needs to be taken on board is whether the visitor is likely to print a web page out for reading. This raises a number of issues:
- If an article is split across several web pages, perhaps you can offer the reader a chance to print it all in one go.
- Printing out may call for changes in text font and size, page width and length, the use of graphics and colour.
- Should readers want to return to the web page in future it's helpful to include the URL of the page they have printed.
- Make sure that the domain addresses of websites that are mentioned are shown visibly and not just as discrete hyperlinks. This enables the reader to visit the sites later without returning to the source page.
- Occasionally it may be helpful to offer a downloadable Word file or pdf so users can access it in future.
- Perhaps there should be an option to forward the article (or just the link) to a friend.
Writers have to be so much more considerate in all aspects of their work and carefully anticipate their reader's needs before they commit their thoughts to the screen.