More and more of our audiences are going online to get their news and information. At the same time, many online readers skim for information and often come across our websites because they are looking for specific information. Therefore, it’s important that we 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.

1. Think about presentation. Writing for the web involves writing in “chunks” of information. It also requires writers to think differently about how they present information. Consider options to enrich the reader’s experience. Do you have video and audio to accompany your story? If so, provide links. How about related articles? 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.
2. Get to the point. Don’t bury your “lead” – the main point of your story. Summarize your story in the first paragraph so that readers may skim and get the important information first. Then provide background and details in subsequent paragraphs.
3. 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.”
4. 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.
5. Don’t fear the link. People actually prefer sites that provide worthwhile links. You won’t lose visitors by providing good linked content.

For more information on Internet terms, refer to Wired Style: Principles of English Usage in the Digital Age, by Constance Hale and Jessie Scanlon.

Eight simple rules for writing your blog
Missouri S&T bloggers are some of the best spokespeople and ambassadors for our university. While it’s important that bloggers follow the above guidelines on writing for online audiences, the following eight simple can help bloggers create more engaging content.

1. Write in the first-person voice. Think of the blog as your diary. You may be writing a blog for your department, but you are your department’s “voice” to the online world. So, keep it conversational, and write in your own voice, not the voice of the “institution.”
2. Use the active voice. Use active, “action” verbs, and follow the simple “subject-verb-object” construction.
   • Active voice (good): “We will post the updated policies and procedures manual on our office’s website next Tuesday.”
   • Passive voice (bad): “The policies and procedures manual has been updated and will be posted on our office’s website next Tuesday
     
     Not sure how to write in the active voice? Consult The Associated Press Style Manual or read recipes and nursery rhymes. The best use active verbs (“stir,” “chop,” “boil,” “baste,” etc.) and are written in the active voice (“Little Miss Muffet sat on a tuffet,” “Jack and Jill went up the hill,” and so on)
     
     
3. Use strong verbs.
4. Keep a conversational tone.
5. Use personal anecdotes. There’s nothing wrong with talking about your personal interests, your work experiences, etc., when posting on your department’s website. Just remember to keep it relevant to the mission of your blog and to follow the Missouri S&T blogging guidelines.
6. Tell stories. It’s a great way to convey information in an interesting way.
7. Use captivating first lines and headlines.
8. Follow through with the conversations. Take the time to respond to the comments you receive on your blog.

Blogs should:

1. Invite conversation.
2. Inspire comments.
3. Acknowledge contributions from others.
4. Widen the audience with links to other blogs or websites of interest.
5. Encourage others to speak to wider audiences on behalf on the university.