Writing
for IR websites
By: Dominic
Jones Related:
Preparing earnings releases
for the Web
LONG tracts of gray text are unattractive
in any format, but they are wholly off-putting on the
Web. If you write important corporate information for
public consumption, you need to adjust your writing style
to address the unique requirements of online "readers."
The most important thing to know about writing for
the Web is that almost no one looking at your work on
a computer screen is actually going to read your every
word. Instead, research shows that people skim and scan
online content, picking out bits and pieces of information
from the screen.
This has been substantiated in eye-tracking
studies by the Poynter Institute at Stanford University.
Researchers there found that people are picky about
what they read on a screen. For example, they ignore
ads and things that look like ads and tend to focus
on text instead.
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