You’re a writer for a Web site. Here’s what you’re up against (or at least what Web writing “experts” tell you you’re up against): You have to grab readers in three seconds or less, or they’re gone. They want info fast and frill-free. They don’t read anything but headlines and links. They don’t read anything over 500 or 600 words. Maybe they don’t read anything at all.
The challenges seem daunting. But even with all that’s working against a Web writer, there’s something working for you, too: storytelling.
This is the idea we apply to our homepage features, which are stories that promote some aspect of the University, be it research, sports, students, etc. The goal is to produce tight, entertaining stories that tell people something they probably didn't know. A bit of narrative goes a long way, even if it's just there to add flash to a lead.
