Keep your headlines simple

Newspaper headlines in print can be quickly associated and placed in context along with surrounding images, graphics and sub-headings. But frequently online only headlines are are seen initially, meaning their composition is a key to that stories popularity.

The same is true of headlines on newspaper websites or blogs. Headlines need to be sharp, informative and visually strong. Clever play-on-words or sweeping emotive language will distract the reader.

Newspaper headlines in print can be quickly associated and placed in context along with surrounding images, graphics and sub-headings. But online sometimes only headings or headlines are are seen initially, for instance in search engine results or news aggregator sites, meaning their composition is a key to that stories popularity.

Traditional print writing style inverts this informative pyramid style, teasing the reader with emotive language and sparse yet intriguing imagery. But online it has to work the other way. Readers will rarely read long passages on screen, so the most newsworthy facts need to sit in the first three to four paragraphs.

The BBC do this for their news, where the first four paragraphs you read on the BBC News website will also be displayed on Ceefax. An example of reusing content without having to repackage it.

At one point during the film's [Snakes on a Plane] development, New Line altered the title to "Pacific Air Flight 121". Only Samuel L. Jackson's intervention prevented this disastrously-bland alternative from taking hold. In an interview at the start of the year, Jackson explained "I got on the set one day and heard they changed it, and I said, 'What are you doing here?'...They were afraid it gave too much away, and I said, "That's exactly what you should do. When audiences hear it, they say, 'We are there!'"

When users read the titles on your website, do they say the same?

Taken from the Etre.com newsletter #010 - August 2006.

Never assume understanding online

To assume is to make an ass out of u and me.

I'd never heard that until recently, no really. But when working in the online world, it is a pertinent phrase. Just because I know how to find things quickly with Google, or what software is required to open a particular file type (not that I can claim to know them all!), it doesn't mean the audience that I am responsible for will.

This goes for developers, designers, content producers and all that are engulfed in a digital world, we should never take our audience's level of understanding for granted.

Many are able to bring in aspects of the offline world into their work that enhances the usability of products or services.

But for some digital workers it is often vital to step back from a piece of work, or some web specific copy to imagine what someone who rarely dabbles online might make of what's been created.

It is eye-opening to realise how many people visit a search engine to search for... a search engine. Part of me sniggers, but the less sneering side realises that a large part of the population don't go online everyday.

Not everyone is up to speed with the latest 'coolest' websites or crazes; they don't get their daily fix of news online; they prefer banking in a more human-interactive environment; and aren't sure about shopping in a paperless, digital world.

It's a responsibility of anyone producing any content or work seen online: making something advanced or ultra-modern is wasted if your target audience are unlikely to know how to use it easily. Myself included!

Web accessibility. Who cares?

Web User reports Most websites fail accessibility tests. Simon Norris, managing director of Nomensa, said: "The Disability Rights Commission estimates that there are over 10 million people with disabilities in the UK and by ignoring accessibility and usability, companies are excluding over £80bn in untapped revenue."

Ignorance of web accessibility potentially leaves these companies open to legal action. Simon Norris comments: "Ignoring accessibility actively turns visitors away.”

Millions of people have difficulty browsing and interacting with the web. Online accessibility is about giving everyone the opportunity to see and use web content and services. Norris also added: "Conditions such as learning difficulties, cognitive impairments, visual impairments and Repetitive Strain Injury affect the way people access the internet"

Web design and development has to take this in to account, not because we feel we should, or because it's the law, but because making a site accessible (and thus usable) to as many people (and potential customers) as possible can only make good business sense. More links to accessible sites and articles.
File under: web design.

Building an online local newspaper in 2006

In a word, diversify. Online newspapers need to push on with their unique selling points; namely, local knowledge and a trusted brand bringing loyalty within the a local marketplace. These need to be visible online whilst providing a more user-driven site, accessible to all on any platform.

Aims & objectives

Encouraging interactivity and providing high standards of usability for users; using web standards and offering flexibility for the web producers.

Design & construction

• Usable and accessible to all potential users in any browser, on any platform (mobile, PDAs, etc).


• Clean design and layout, with clear branding links with any print editions.


• Consistent branding and navigation.


• Produced in semantic, web standard code (XHTML and CSS) to improve control of layout.


• Makes temporary changes within layout templates more flexible, make content viewable on any platform with minimum of extra development work and make future developments easier.

Content & features

The digital age is well and truly upon us, modern news providers are multimedia outlets where news is transmitted and received in new formats by ever hungry users devouring news and information as quickly as it is produced. As Media Guardian puts it: "With news websites starting to fill up with audio and video clips, we are seeing just the beginning of "convergence"."

• Regularly updated content, i.e. up to the minute news from the local news team.


• Follow-ups and updates of news from print edition. Established print working patterns would need to be augmented by an understanding of the web audience and skills in writing for the web.


• The written content would be more geared towards a web audience. Shorter sentences/paragraphs and use of bullet lists.


• Flexibility to change homepage features regularly with eye-catching content whilst keeping basic structure and layout.


• Use of audio and visual content to augment written articles (but not just for the sake of doing it).


• Alternative distribution methods: Email newsletters, RSS feeds, blogs, email alerts.


• Awareness of online news aggregators: Google News, Newsvine - "..to build a perfectly different, perfectly efficient way to read, write, and interact with the news." Read an analysis of Newsvine.


• Text containing terms related to article keywords more helpful for search engine ranking. Google's advice for your website: Content.

Relationship with the audience

• Giving them the content that they want, in the format they want it: RSS feeds, email updates for specific sections.


• Offer blogs, user feedback/input, blog comments.


• Still pushing commercial options.

Marketing & promotion

• Clear consistent branding across all off and online editions.


• Cross promotion of features and offers.


• Print edition pushing online only content and vice versa.

Revenue/Return on investment

• Targeted advertising within sections.


• Sponsorship of features/sections – cross-branded between off/online editions.


• Interactive competitions – use of SMS.


• Not overwhelming the homepage with advertising, but specific content can carry relevant advertising options.