When users surf the web they are browsing, clicking on whatever looks interesting, regardless of the content. When looking for information, however, users are directed by need-they are focused. They click on the link most likely to reveal the information they are looking for. Thus, sites aimed at informational retrieval need to be designed differently from sites aimed at surfing-information sites need to focus on the presentation of the content. (8.1) Not only should the content be written clearly, but it should also be written in a manner that facilitates skimming and enhances readability.

The Use of Links

One of the most obvious characteristics of writing for the web is the use of hypertext links-links found in the site's content as opposed to the links found in the navigational system. Links are used to create or supplement concepts. However, the use of links raises an interesting issue: "Can the quick juxtaposition of two separate but conceptually related pieces of information encourage better understanding of the overall message?" (Lynch and Horton 99). A collection of links cannot deliver content as effectively as linear writing-instead of reading by following or turning the page, users have to search for the information. Users have to analyze each link and determine which one will lead them to the information they seek. If users choose the wrong link, they might become lost, or if users stumble across a broken link, they might be unable to reach the desired information. But links allow readers more freedom than linear writing. Readers can choose which sections to read and which to skip, and thus experience and travel through a site differently from the way other users would travel.