How To Write for the "Scan Reader"
Online audiences tend not to read word for word. Instead, they "scan
read" subheads, links, and lists for information that applies
specifically to them. Therefore, e-pub authors should—
Lead With the Main Idea
Place the key overall ideas first on each Web page. Then go
into detail. Again, explain the most important details first.
This writing style is often called the inverted pyramid. It
ensures that no matter where on the page users stop reading,
they will have read the most important information.
Back to Top Use Subheads Frequently
Subheads make text more readable and point readers to specific
information. This means subheads should be used often (every
1–3 paragraphs), and they should be more specific than "Introduction" or "Project
History." Such generic subheads tell online readers little
and encourage them to simply scan over the material. Likewise,
subheads that use puns or teasers are ineffective.3
Examples of specific headlines—
- Crime Victims Demand Compensation
- Standard Form Streamlines Case Management
- Effort Targets Schools With High Crime Rates
The most effective subheads provide enough information that
reading the section becomes optional. Says McAlpine, "Write
headings like newspaper headlines: a summary of what is to come."4
Back to Top Use Bullet Lists To Itemize Information
Effective bullet lists are brief:
- Entries are short.
- The list is limited to no more than 5–6 bullets.
- Entries are related in some way.
- Entries briefly describe the type of information that links within them contain (e.g., the Principles
of Effective Web Writing).
To shorten a bullet list that is too long—
- Combine some bullets, if possible.
- Reorganize the bullets into several lists.
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