Web news: 10 things on the BBC

Analysing a typical BBC News story reveals some important lessons for web writers. Many of us are so familiar with the BBC format that we don't realise how clever it is.

1. Limiting heads to 33 characters means they work for readers, for search engines, for news feeds. Everyone working online should do this, but it's hard work.
2. A single sentence intro in bold works on its own in a feed but also leads into the main story.
3. A pic or video adds visual interest. Often these show people which helps to humanise the story. Pics and videos carry a caption: important in enticing a visual audience to start reading.
4. An early quote, often by paragraph 4, makes the writing livelier but also adds credibility and authority to the story. The first quote usually justifies the head and the intro.
5. A balancing quote offering the opposing view or an alternative insight is also important in adding credibility to the story. Giving voice to several views may broaden their audience too.
6. Covering the story in as many different ways as possible also broadens the audience. Video may not be ideal for a reader who is in a hurry, but it will make the story real for those who browse.
7. Expert analysis helps readers understand the significance of the story. The personality of the analyst adds a human touch. It also adds a link to the blog section of the site.
8. More visual interest as readers scroll down. A second pic also has a catchy caption.
   
9. Encouraging readers to respond to the story helps them to become involved. News becomes more like a conversation than a broadcast.
10. Giving that itching mouse finger lots of things to click keeps readers within the site and adds value to the story.

The original story can be seen on the BBC news site.