24 Writing for screens
Writing content for display on screens is different from writing for print. Most users scan the page instead of reading word-for-word. When they do, reading from a screen is slower than reading from paper.
Ideally, web content should have a lower word count then its paper equivalent, so aim to write about half of what you would for the printed page. Bear in mind that users can be impatient when reading on the internet, so try to avoid creating any barriers to ease of reading.
Ideally, when providing written materials for your Open course, you should aim for a relaxed, conversational tone, rather than a formal academic one. Online courses can have high dropout rates, so anything you can do to engage and entertain will help you retain learner engagement.
Consider the following five points relating to tone and style:
- Be concise and use plain English. Keep materials specific, informative, clear and serious, but not pompous or emotionless. Use your own voice and provide clear instructions.
- Use an appropriate language level, avoiding bureaucratic language and jargon. The key to writing well is to match your language to your target audience.
- Write using active tone of voice such as ‘you’ and ‘we’ (as if you were speaking to the person in front of you). This approach is more immediate and demands a response.
- Keep sentences short and use a one sentence, one idea approach. Monitor paragraph length and stick to one main point per paragraph.
- Format list content using bullet points and punctuate them appropriately; learners using screen readers need to know where one point ends and the next begins.
