Online readers are skimmers. To get our message across to those skimmers, we have to be short and to the point. Make it easy for them to find what they’re looking for.

The following tips for writing to an online audience are condensed from A Dozen Online Writing Tips, by Jonathan Dube, editor of CyberJournalist.net.

Think about presentation. Write in “chunks” of information and think differently about how you present it. Consider options to enrich the reader’s experience. Do you have video and audio to accompany your story? If so, provide links. Related articles? More links. Writing for an online audience requires you to add value to the traditional news or feature article. If you’re writing about a particular student group, provide a link to the group’s website or to previous articles on the subject.

Get to the point. Don’t bury your “lead” – the main point of your story. Summarize your story in the first paragraph so that skimmers can get the important information first. Then provide background and details in subsequent paragraphs.

Keep it tight. Writing for online audiences “should be a cross between broadcast and print – tighter and punchier than print, but more literate and detailed than broadcast writing,” Dube advises. Write in the active voice, using simple, declarative sentences – and don’t be afraid to use a bit of humor while you’re at it. “Strive for lively prose,” Dube says, but “don’t forget that the traditional rules of writing apply online.”

Break it up. Chop up large blocks of text, which are hard to read on a screen. Use more subheads, bulleted lists, and graphics to break up the text.

Don’t fear the link. People actually prefer sites that provide worthwhile links. You won’t lose visitors by providing good linked content.