Short words, short sentences, short chunks
The reporter's job is to make it easy for readers to gain an understanding
of the news. They are not out there to impress with the scope of their
language and education, rather to give the facts to you straight and in
as short a space as possible. So make life easy for your reader: don't
make her stumble over long words and rambling sentences but use short,
easily-understandable words and brief, simple sentences. Break your writing
into sections, each perhaps with a headline. Consider using hypertext
links to take the reader to the full story.
The inverted pyramid (or getting the best stuff in first)
Journalists are trained to tell the story in the first couple of paragraphs.
In this way, busy readers can look at the start of the text and get the
basics of the information they require. So put the main point in the first
paragraph and let interested readers carry on if they want. Other readers
will skim on to the next headline, without becoming irritated by wading
through irrelevant information.
Use an editor...
Even the greatest writers make mistakes. That's why everything a newspaper
reporter writes passes through the hands of editors who can spot spelling
errors, ambiguities and poor construction. A good editor will make average
prose sparkle. Indeed, some of the biggest names in newspapers are bad
writers with good editors.
...and a proof-reader
Spelling mistakes in newspapers look bad - and readers are quick to write
in to point them out. Every story that goes in to a newspaper is read
by half a dozen people. And reports still sometimes contain errors. Ask
someone else to read through what you have written; you can't do it yourself
because you are too close to the text, making it almost impossible to
spot your own errors. A handy trick is to print your writing out - it's
amazing how many mistakes that have been missed on screen stand out on
paper.
Check your facts
Some newspapers and magazines employ an army of fact checkers because
they know that if they get a basic fact wrong they look silly and untrustworthy
- and run the risk of upsetting people. So if you are not sure about something,
check it.
Clean design
Make your site look professional. The best newspapers are the best-designed:
they use a consistent font for headlines, avoid clutter and make the page
visually appealing. Look at how some of the biggest newspapers are put
together and copy the basic principles of simplicity and clarity.
Above the fold
Newspapers put the best elements - the main story and a striking picture
- at the top of the front page because these are what the shopper sees
when the paper is folded and put on display. So put your main point, your
most striking piece of news or your best product at the top of the screen
- before readers have to scroll. If they are interested by what's at the
top, they will scroll down or click on a link to see what else is on offer.
Most people do not want to read you
The sad truth is that many people have neither the time nor inclination
to read a newspaper. Journalists know this and write accordingly. They
do everything they can to attract the reader's attention, to stop her
turning the page or to keep her hooked to the end of the story. A good
reporter or editor will make the price of potatoes a must-read. You must
do the same when writing the text for your site.
