This Article is printed in the February 2010 edition of the Adventist Messenger.
In November 2007, Amazon introduced their e-book reader called The Kindle. It is a mobile device that uses 3G wireless technology or a Wi-Fi connection to download digital books, magazines and newspapers.
“It doesn’t matter how good or bad the product is; the fact is that people don’t read anymore,”
At the Macworld Expo in January 2008, Steve Jobs, CEO of Apple Computers Inc., had this to say toward the book industry that received a lot of attention: “It doesn’t matter how good or bad the product is; the fact is that people don’t read anymore,” (cited in The New York Times)
Well, since you’re reading this article I would have to say that his statement is not entirely true.
And, if no one reads, one can only wonder why an estimated 410 million books were purchased in the US alone last year?
Well, Steve Jobs was referring to a growing trend in the print industry. We all know it’s not that people don’t read anymore, it’s that today’s generation are going to more online sources rather than offline media such as paper books, magazines or newspapers.
iPad
It is very interesting to note that in January 2010 at the Macworld Expo, Apple Computers announced they would be selling a mobile device called the ipad. Similar to The Kindle, it too uses 3G and Wi-Fi to download e-books.
With the billions of websites available and the increase usage of mobile smartphones like Blackberry and iphone, more people are reading and gathering digital content information quickly and on the go.
Castanet with more than 5.6 million site visits per month
Recently, a news article posted on the local news website for the city of Kelowna where I live, grabbed my attention. It stated, “According to numbers released by ComScore, Castanet is number 1 in B.C. in general news with more than 5.6 million site visits per month.” (cited from Castanet’s website)
Considering the increased number of online readers, your church website must have written content that is going to provide the information people are looking for in a quick and readable format.
You have probably noticed that writing and preparing content for your church website requires a different approach from writing and preparing content for print documents and publications.
To make the reading experience of your church website more enjoyable for your visitors, here are 5 points to keep in mind.
1. Less is better
Most people find that reading from a computer screen is hard on their eyes. Because of this, reading online takes 25% more time than reading a book or article in print.
Keeping this in mind, it is a good practice to keep your website content 50% shorter than what you would have on the printed page.
2. Text Scanners
In a study released by usability expert Jacob Nielson, 79% of online readers scan or skim text rather than read word for word.
3. Lack of Patience
Do you remember the catchy little kids song about a turtle? It went something like this, “Have patients, have patients, don’t be in such a hurry.”
Well, most readers on the Web are in a hurry to get things done. They want the information, and move on.
Studies show you only have about 10 seconds to grab attention with your web site content so make sure to use relevant information. Also, try putting the most important information at the top with clear and concise text.
4. Skeptics
With all the misleading and incorrect information that can be found online, many people are very skeptical of what they read. It is extremely important to show credibility when writing content for your church website.
Use objective language and avoid marketing jargon or exaggerated claims. Don’t use Adventist Lingo on the Home Page or at all unless you explain what you are talking about. (eg. “Our Worship Services are every Sabbath.”, Three Angel’s Message, Sabbath School)
Hyperlinks to the sources of your information or to related information tend to add credibility.
5. Information Overload
With all the information available to us today through the internet and email, people don’t want to spend time and effort reading content that they may not find useful.
Write website content that provides your visitors with information in bite-size chunks, easily digestible.
Highlighted keywords, meaningful sub-headings, bulleted lists, one idea per paragraph and starting with the conclusion, are just a few ways to help them nail the information they want, quickly and easily.
Conclusion:
With all this said, I don’t think technology will ever replace the convenience and enjoyment of picking up a good old paper back book and a cup of hot chocolate.
