The internet is filled with content. Whether you need help screwing in a lightbulb or solving an advanced math problem, the answer can be found online. The ability to share information with ease has led to an increase in blogs and websites. Any passionate individual can share their thoughts and expertise. But, just because the information is accessible, does that make it good and easy to read?
Reading online is a very different experience than with printed materials. This topic is explored in Maria Konnikova’s article, Being a Better Online Reader. She explains that “reading involves factors not usually acknowledged… the contrast of pixels, the layout of words, the concept of scrolling versus turning the page… all these variables translate into a different reading experience.” An online format tends to lessen reading comprehension. Individuals read in a less linear fashion that leads to skimming. Additionally, the online world can cause exhaustion due to information and screen time overload.
A common format for sharing information online is through blogs. Unlike other mediums, the author tends to be the writer, editor, and designer. They have to consider every step to ensure the best user experience.
The Writing
Blogs are meant to be easily digested. This means no long paragraphs. We all scan pages to gain information quickly and efficiently. A Nielson study found that 79% of test users scan any new page they come across. Therefore you want to make your writing simple and concise.
If you struggling with short-form writing, William Zinsser, has an interesting suggestion. In his book, On Writing Well, he suggests adding brackets around pieces of writing; if the sentences work without the bracketed word then it gets deleted. This helps cut out unnecessary adverbs and prepositions.
It is also important to understand what you are hoping to convey. Writing becomes cluttered when it is unorganized. Before starting, figure out your “big idea.” Can you explain your position in one sentence? Understanding your big idea will help you to stay focused.
The Editing
Writing is a process. It involves drafting and editing and then even more drafting and editing. When I was applying to colleges I went through over 15 drafts of my entry essay. It is important to edit your web-based content the same way.
It becomes obvious when web pieces are not edited. Credibility is incredibly important when there are infinite resources. If your piece is riddled with spelling and grammar issues, your work is no longer trusted. You should spend time away from the piece before returning to fix mistakes.
The Aesthetic
As a graphic designer, I am especially biased towards this aspect of blogging. I immediately respect a blogger more if the site looks well designed. This factor demonstrates user experience knowledge.
A personal pet peeve of mine is busy blog posts. I hate when there are ads on the side and pop-ups. I need to focus on my reading to digest the information. Flashy ads break my concentration, making the content less impactful. Although ads allow online writing to be monetized, they should be added sparingly.
Good Blogging In Action
It is easy to talk about these concepts in theory, but let’s see them in practice. One of my favorite book bloggers is Fanna For Books. She recently posted a blog with information about upcoming January 2021 book releases. This blog is long but very well done. It may sound superficial but the look of your blog matters. Sue Dunlevie breaks it down in 16 Rules of Blog Writing and Layout. Online content is different from print because our eyes get drawn to different places. It is also harder to focus on the type because it starts to blend in our minds. Some of her top tips for making content more web-accessible include:
- Using Lists
- Using Hierarchy Through Headings
- Keeping Paragraphs Short
- Picking Smart Font Types and Sizes
- Using Images
Fanna’s blog follows all the rules. She provides listed navigation at the top, making specific information easy to find. There is a hierarchy to distinguish the various elements of the post. For instance, each book gets its own subheader in a larger font. The “where to buy” section is also highlighted with a background color. She added images of the books which helps break up the text. In addition to aesthetics, it is well written. Each paragraph is short and provides a clear summary of the plot and genre.
In comparison, the Big Bad Book Blog posted their version of a book list discussion. This blog is very short and fails to offer a real story. TIn comparison, the Big Bad Book Blog posted their version of a book list discussion. This blog is very short and fails to offer a real story. They were missing their big idea, as their content seems unfocused. Plus the layout is very basic and unappealing. There are no graphic elements to break up the text or provide visual context. They also chose a specialty font which gives the blog a less professional feeling. This online writing is less successful due to both the content and the aesthetics.
Blogging is not easy, but if done well it can be a great resource.