Writing for the Web

One might compare reading advertisement on billboards while driving to reading copy on Web sites. A mistake often made in the world of Web development is the penchant to dump brochure copy onto a Web page and call it a day. However, there are better ways to accomplish writing for the Web while making your customers happy.

Remember, your customers have 7 seconds of attention span before they move on and 79% of Web users scan rather than read. While reading on the screen reduces scan time about 25%, users also equate reading a long article with non-productivity.

Web pages compete for the user's attention and because it's a user-driven medium, information foraging is the result of an experienced Web reader. Users simply do not want to work hard for their information. Hence, readers are encouraged to cherry pick the most tasty segments as they jump from one hyper link to the next.

So, how do you create the most effective information segments? The first key is to remember that writing for Web is entirely different than writing for print. Our job is to structure information in a way that allows our customers to consume in an efficient and succinct manner.

Additional keys to Web writing success:

Key 1: Headlines
Structure articles with a headline then apply two or three levels of sub-headlines. This provides double-duty by also facilitating access for blind users.

Key 2: Keep Headlines Meaningful
Resist the urge to apply 'cutesy' verbal bric-a-brac to your topics, unless your scrapbooking.

Key 3: Edit!
Cut your copy by half the word count than conventional writing. Cutting word count can be accomplished without sacrificing depth of content.

Key 4: Keep Language Simple
Because we're operating in a global environment, English is not the World's primary language. Prune flowery adjectives and prepositions and conserve the impulsion to design an essay around existentialism. Clean and concise writing provides straightforward understanding.

Key 5: One Idea at a Time
If you have several concepts to convey, consider creating a second article. Keeping topics brief and ideas pared down to no more than two paragraphs -optimally one- will increase the success of speedy comprehension.

Key 6: Delivering the Point

Optimize more than three sentences in a paragraph as a list

Make use of bullet items in your step-by-step guides

Bullet points make articles easier to read both off and on-screen.

Key 7: Use Bold Text Judiciously
Using bold text for important information or the key phrase of the paragraph can make the article easier to read for 'skimmers'.

Key 8: Make It Personal
Remember to keep your voice as your write for your audience. They're reading because they want to hear your viewpoint, in your voice.