Writing Effective Web Content

Reading Online

When you’re reading for a specific purpose, such as for pleasure or to study for a test, you’re more likely to put yourself in an environment where there are fewer distractions. You typically are dedicating more of your attention to what you’re reading.

Reading on the web is different — it can happen anywhere at any time. You could be intently looking for specific answers or mindlessly browsing. You might be looking for upcoming movie showtimes or researching how to file your taxes. You may be sitting at a desk, lounging on your couch, riding public transportation or even walking around.

As you can see, the ways you interact with online content are typically very different from how you would interact with print content. You are often more distracted, purpose-driven and trying to get information fast.

People reading online…

• Scan rather than read
• Want informative content
• Lose interest quickly
• Hate marketing-speak
• Respect authoritative sources
• Look for supporting evidence
• Are wary of old content

Writing on Behalf of Texas A&M

When writing on behalf of Texas A&M, you should follow the Texas A&M voice and tone as established in the Texas A&M Brand Guide.

The Division of Marketing and Communications website has multiple resources to assist with writing “in character,” including:

• Texas A&M Editorial Style Guide
• Using Our Names
• Writing Best Practices