Note from Bhavana Gopinath, Blog Editor: Editors Canada Ottawa–Gatineau presented Moira White’s seminar, Writing and Editing for the Web, on November 8, 2017. I attended that seminar, and found it be informative and thought-provoking. Here’s another take from an Editors Canada member, who took the same seminar in 2016.
I am a 25-year publishing professional—writing, editing, photographing, desktop publishing and managing newspapers, magazines and journals. The majority of my work has been in print and I have personally experienced the decline in this industry. To help me transition into online and social media platforms, I am taking various courses and seminars.
One such seminar was Writing and Editing for the Web through the Ottawa–Gatineau Branch of Editors Canada. I read printed material differently than I read web pages and I don’t think I’m alone. I wanted to learn the difference so I could better use online platforms to meet my readers’ wants and needs.
Moira White of Ubiquitext and past president of Editors Canada presented the full-day seminar on November 24, 2016. I was particularly interested in learning techniques that draw readers to web pages and creating engaging content to keep them there longer.
For Moira, the answer to my question of how people read online today is simple: They don’t! (How’s that for a quotable quote? lol) Most people skim for information.
As a November 2013 report showed, more people get information on their mobile devices than their laptop and desktop computers. Mobile devices have narrower columns of text, giving the illusion of longer, more intimidating paragraphs. I need to remember to provide bite-sized chunks of information in smaller paragraphs because of that one fact.
As well, people retain less information when reading online, which makes organizing information into small chunks and providing plenty of headings even more important.
Moira suggests writing for the web should answer only three questions in this order:
- So what?
- Now what?
This gets the take-home message out quickly and succinctly, then provides context before making a call to action.
She also suggests starting each paragraph with a topic sentence (remember those from grade school?) For those who don’t remember, the first sentence of each paragraph introduces what the rest of the paragraph will be about. If readers want more information, they will read it. If not, they go to the next paragraph.
As an Editors Canada member, I get a $125 discount on each of their seminars. (http://www.editors.ca/local-groups/ottawa-gatineau/seminars-ottawa-gatineau) The majority of the six seminars I took last year and two I’ve already taken this year (I have one more in March), have been invaluable. I expect I will take more next year. I highly recommend them.
During the Writing and Editing for the Web seminar for Editors Canada, Moira White explains how writers encode and readers decode information. Depending on which medium the writer chooses to share their message, readers can provide feedback.
Photo by Virginia St-Denis