Reading online versus reading in print
- Only 16 per cent of on-screen users read word by word
- 79 per cent always scan
- People read 25 per cent slower from the screen: 190-260 words per minute on screen, 250-350 words per minute off screen
A print document is a complete entity, and the user is focused on the entire body of information. The computer screen displays about a third of a printed page, so context is lacking. Material needs to be ‘chunked’ into multiple linked pages, and each chunk needs to make sense on its own.
People read and use text very differently on the screen compared to the printed page. Online content is different from a printed publication.
- You have about 3 to 5 seconds to catch an online reader’s attention, and about 12 seconds to keep it.
- The average computer user spends no more than 7 to 12 minutes on a website or article, so you have to quickly grab the reader’s attention, focus it on your article and hold it to the end.
Print readers are more likely to analyse material carefully and sequentially, but online, people tend to jump and read things out of order or context, then focus on content that interests them.
Print readers are more patient, while online readers are not willing to read long passages or click many links to grasp the point. The online message needs to be crisp and easily understood.
A print document is linear – each section serves as a stepping stone for the next. Online readers can enter a site and move between pages, so each page needs to stand alone.
An online text should have about half as many words as the print version of the same text, since users find it painful to read too much text on screen.
Preparing online content
Assume the reader knows nothing about IFAD. Put yourself in the position of someone who has no knowledge of IFAD or the work that we do:
Put main ideas, conclusions and important points at the beginning. Few people read entire web pages – if you put the most important points at the end, most visitors may never see them.
Write captivating headlines and use subheadings. Use bold sparingly, only to highlight key information and concepts. Use links.
- Start with the conclusion
- Put all statements in context.
- Avoid IFAD jargon or excessive ‘development speak’, which could alienate readers.
- Write out all acronyms the first time they appear on the page.
- Read text out loud to make sure it is clear and concise.
- After writing text, put it away for a couple of days and then re-read and edit.
Put main ideas, conclusions and important points at the beginning. Few people read entire web pages – if you put the most important points at the end, most visitors may never see them.
Write captivating headlines and use subheadings. Use bold sparingly, only to highlight key information and concepts. Use links.
Use short paragraphs and sentences
It is hard to read long, dense paragraphs on a computer monitor. Even a relatively short paragraph of 100 words looks like a lot of text on the screen. Short paragraphs help readers find what they are looking for and make writing easier to scan. A reader looking for a specific piece of information is likely to scan, but unlikely to fully read an entire article.
Use subheadings
Subheadings are short headings that break up the text every few paragraphs, making it easier to scan. This helps readers to find the parts of each paragraph.
Keep punctuation simple
Uncluttered sentences are easier to read. If you find yourself using comma after comma, try making two (or even three) shorter sentences out of that long one. Avoid excessive use of exclamation marks or emoticons: if your words are clear and strong, they will not require extra emphasis.
Avoid jargon
Avoid unnecessary jargon and specialized or technical terms. Using common terminology makes the text easy for all your visitors to understand.
Use acronyms sparingly
Avoid the temptation to use acronyms as shorthand – the ‘alphabet-soup’ look is ugly and hard to read. If you must use acronyms:
- Make sure all terms are written out in full, followed by the acronym in parentheses, the first time they are mentioned in the text. Avoid acronyms in headings.
- Try using a synonym instead of an acronym, such as ‘the Goals’ (instead of ‘SDGs’) on second reference to the Sustainable Development Goals.