To be a successful writer on the web, you need to think like a reader on the web.

Web readers speed through online articles, cover lots of territory and read for chunks of information, a pattern known as the "search-and-retrieve mentality."

If you want to catch their eye, try these eye-stoppers:

* White is beautiful. Use lots of white space to facilitate quick reads. That means short paragraphs with a line space between.

* Short is sweet in paragraphs and sentences.

* Chunky is sleek. "Chunk" the content in bullets and numbered points where possible.

* Head it up. Use subheadings, known as "meta-content" to help the reader grasp the structure of your article quickly. One Internet writing tipster suggests making these headers "benefit-driven." Sell the reader on the benefits of spending time with your article.

* Be direct. Focus on one topic per article. Make your title and introduction direct. Revisit one action point in your conclusion.

Some writers lament the loss of narrative craft in meeting web demands. But the tasks required enforce good writing tips for all.
For example:

* Use active, not passive or linking verbs. Active verbs add energy, while passive verbs (forms of to be is, was, were, has been, etc.) add unnecessary words and water down writing. Compare these two sentences: The key topic in the news that everyone is discussing is the OJ Simpson heist. OJ Simpson's heist dominates the news.

* Energetic verbs work better than adjectives and adverbs. Compare: OJ acted aggressively and boldly, blaming police indifference for his action. OJ deflected blame and targeted police indifference.

* Use exclamation points rarely. Never add smileys, chat speak or other shorthand icons. Do not end articles with greetings like "have a nice day" or other trivial signatures.

* Squash "that" and other wordy pests. "That" is overused by writers, creating meandering sentences. Aim for tight, direct sentences. Compare: The lobbyist sought to explain that the legislation that he proposed to Congress sought to help the poor. The lobbyist claimed the proposed legislation assists the poor.

Some writing practices deemed poor in times past gain favor on the web:

* "You" rules. Internet writing favors interaction, whereas scholarly and corporate writing tends toward analysis. For the web, use the personal "you," rather than the impersonal "one" or unreferenced audience. Connecting with your reader helps him stick to your writing.

* Contract the action. Use contractions when you can. Compare: You should not write long sentences. Don't write long sentences.

Reading on the web affects how writers must write. Each writer must become a peddler of sorts, persuading readers to stop for a minute to listen to a pitch. Keep your message succinct. Sell them on the value of your knowledge. Don't forget to add entertainment value to the mix. Web readers will stop and listen if you attune your writing to their pace.

For more information:

Top7business.com
http://top7business.com/?Top-7 -Tips-for-Writing-Internet-Art icles-Readers-Love&id=1674

Brisney.com
http://www.brisney.com/interne t-writing.htm

Webpronews.com
http://www.webpronews.com/topn ews/2004/08/13/the-commandment s-of-internet-writing

Learn more about this author, Barbara Whitlock.
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