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Introduction

Although magazines and websites look very different, they must use the same rules when it comes to providing what their readers need. Even with sharp graphics, animation and interactive content, good websites understand that readers are looking for information. This article looks at the traditional methods used by magazines to present information, and how they can be applied to a successful website. Like any good site, a magazine has a strong front page, core sections to categorise content, and a consistent page layout. The front page Online or offline, readers take the same approach: they either browse through the site until they see something they like, or go straight to the information they are looking for. Magazines have a strong and distinctive title, and usually a strapline to summarise the style and content of what's inside. They use clear prompts to guide readers to the right content - large headlines, graphics, bold lettering and banners grab the attention of a reader and provide a taster of a particular feature.

A successful website must take exactly the same approach to the home page. Set the style with a strong banner, distinctive colour scheme and brief text to set out your mission. It's also important to give readers what they expect - such as Home, About and Contact - as well as changing content like news, special offers, and mailing lists. The core sections Although magazines present a linear collection of information - in that they provide pages from start to finish - readers will jump from section to section according to what they are interested in. As online, readers will jump back to the home page, search out particular topics, and scan pages to find what they want. To help with browsing, sections are given clear headings, e.g. Editorial, Q&A, Letters, Buyer's Guide. A website should do the same, providing clearly categorised content so that readers can develop an instinct for where particular information should be located. Within these sections, it is important to label and identify the kind of content that will be there.

Magazine sections have large headings, often graphical, and use colours and layout to define a particular set of pages. These sections have a focus on content so that every feature is relevant - readers will know where to look and find what they expect. Sections are also broken up with a variety of information presented in different ways. Mini boxes such as "Spotlight on..." or "News" provide snippets that are relevant to the general theme, while extra content like contact details and references pre-empt the readers' needs and provide a more useful magazine. This kind of brief content can also encourage impatient readers to spend time on a particular section. The features Most web readers are impatient, not because they don't want to spend time online, but because they know what they are looking for and want to find it as quickly as possible. Magazine readers are appeased with clear page layouts that break up the text and provide quick clues to the type of content. A standard layout gives the readers a consistent and more enjoyable experience. Bold page headlines grab the reader's attention with a concise description of the content, while subheadings break the article into relevant sections. Large quotes from the feature are also used both to entice and inform the reader. Features like these help the reader to scan a page and see very quickly if the content is of interest to them or not. Websites can use exactly the same methods to help their readers. Graphics are often over-used or inadequately used on websites, mostly because they are placed on the page without a clear objective. Magazine pictures always have a defined purpose - they draw readers in, set the theme of the feature, or illustrate something within the text. They are always relevant, labelled when necessary, and arranged within a concise and consistent page layout. Similarly, web graphics can provide much more than an attractive design - used well, they can help navigation and improve readability.

Conclusion

Websites and magazines are very different, but the readers are the same. By thinking of the people using your site as readers, you will define your site by useful information, and apply good design and structure to helping them find it. Unlike most magazines, your website will never get off the shelf - readers are always browsing one website amongst thousands. This makes your readers less patient, so your site has to be built around their needs rather than your own. However, your website has a major advantage over magazines in the form of direct action. Where a magazine can only provide post and phone details, a website can give readers what they want straight away. Contact forms, instant quotes and interactive features allow you to take advantage of readers' impatience and make your marketing more immediate and effective.

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