Reaching Readers Online

Write in complete chunks

by Ann Wylie, president, Wylie Communications Inc.

One essential step to writing effective Web copy is to master of the art of fine chunking. That is, dividing information into meaningful sections, then hyperlinking those sections together.

Too often, online writers don't chunk, they chop. Instead of delivering meaningful sections, writers proffer links like these, which come — weirdly — from a Poynter Institute piece called "Writing News Online":

• Part 1: Tips #1-4
• Part 2: Tips #5-8

How does the reader decide? "Well, let's see. I've always liked the number 7. I guess I'll go with part 2."

Instead, each chunk should be a complete story, with its own beginning, middle and end on a single Webpage. Maybe something like:

• Write in complete chunks
• Think bits and bytes
• Give it a personality

Need more techniques for creating a structure that makes your copy easier to read and write? Check out Ann's workshops and learning tools.

About the author

Ann Wylie runs a company called Wylie Communications Inc. Ann works with communicators who want to reach more readers and with organizations that want to get the word out. To learn more about her training, consulting or writing and editing services, call Ann at 816/997-8753 or e-mail her at ann@wyliecomm.com. Get a FREE subscription to Ann's e-mail newsletter at http://www.wyliecomm.com/newsletter_signup.shtml.

Copyright © 2002 Ann Wylie. All rights reserved.

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