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 scannersThorough readersImpatient surfersThose addicted to jolts

1. Orientation2. Information3. 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 Chunks80-100 words, then jump to another page for

remainder of articleBreak text into short paragraphsUse subheads

Scrolling TextUse front pages for hooks; use back pages for

remainder of articleInclude internal links to speed navigation

Bulleted listsAction items should be bulleted

Maintain a “you” attitude: (“Do this. Don’t do that.”)

Positive attitudeResponse cues

Solve a problemEasy responseQuick response

Allow for some kind of feedbackInclude an email address so that people can

writeYou can also add a automated form