Following are some tips I've developed to help you "write for the way people read today" -- whether you are writing for a print publication or a Web site. Of course, these are guidelines and won't apply in every situation.

Enormous influence of Internet
This is important because the guidelines for print writing and Web site writing are beginning to coincide. Why? Because the Internet has had an enormous influence and is becoming a universal medium.

In addition, the more we use the Web, the more we 'skim and scan' copy - whether it is print copy, Web site copy, emails, etc.

1) Say less - keep copy concise:

2) Capture attention by writing fast-paced copy:·

4) Use bullet points to communicate information quickly.

5) Use strong, attractive headlines.

6) Insert sub-heads before each paragraph to enable scanning.

7) Avoid using jargon and define acronyms and abbreviations.

8) Make lists easy to scan and understand by grouping them into categories.

Today the Web site of a college or university is the "marketing center of gravity". In recent months, I've been providing strategic marketing communications consulting and copywriting services to several of my higher education clients. I've also conducted Web site writing training for several colleges and universities.

Power of the Internet
In the process, I've come upon some interesting research findings on the power of a college or university Web site that I'd like to share with you.

Research findings
In 2008, Stamats, Inc. announced research findings from its Adult StudentsTALK research study. The study:

• Examined factors that motivate adult students
• Targeted specific attributes they are seeking in academic programs
• Identified services they found most helpful
• Narrowed the venues of how and where they are looking for information
• Determined how they plan to attend college

Students dependent on technology
A number of key research findings emerged from the study, including one focusing on the power of an institution's Web site. The study found that a very high percentage of adult students are very dependent on technology to gather up-front information on a college or university (96 percent of adult undergraduate and 97 percent of adult graduate students).

Easily accessible information
These astute learners are searching for easily accessible information on adult student programming. That is why it is important that the Web site includes easily understandable links, concise copy to enable scanning and not too much "academic jargon".

Scanning and selecting
In most encounters with a Web site, users must first navigate to the page they need. They do this by scanning and selecting - seldom by reading more than a few words. Generally, people want to get to the right place as soon as possible.

Top five critical issues
According to George Dehne & Associates, a higher education marketing firm, there are five critical issues for college Web sites:

1) The Web site will require a comprehensive home page that shows at the outset all the options available to the prospective student. If they can't find what they are looking for quickly and easily, they will move on.

2) Each Web site needs a "Your College at a Glance" section. Prospective students want these answers without a lot of verbage.

3) There should be clear distinctions as to make what makes the college or university different from other colleges/universities.

4) There needs to be a mechanism to capture a student's name and address or an email address so the college or university can follow-up with the student.

5) The best Web sites will help students "customize" their search to provide the specific information they are seeking.

Please contact me at 651-486-7007 if you have web site consulting, copywriting or web site writing training needs.