This
Isn't Paper, People. How
to Write for the Web.
It may seem logical that
good writing is good writing
no matter where it ends
up being displayed. The
truth is that when you
write for the web, you
should be aware of several
key elements that differ
from traditional print
writing. If you ignore
these suggestions, you
risk losing the very audience
that you hoped to bring
to your web site.
The main thing to remember
when writing for the web
is: "Keep it short
and to the point." The
web is an environment of
immediate gratification.
People can move on to another
site in an instant, so
when you write, keep it
tight. Don't write flowery,
marketing text in hopes
of wowing your audience.
Don't write paragraph after
paragraph of text to explain
what could have been illuminated
in one paragraph. Overall,
people go to web sites
and "scan" over
each page to find what
they are looking for. They
are not in the same mood
they are in when they park
themselves in the recliner
with a cup of coffee and
a good book. The web allows
people to find information
fast. So help your readers
by getting to the point
quickly.
Of equal importance is
writing descriptive headlines
and subheads. As you would
write an email subject
line, keep the text short
but descriptive.
Here's an example. If
you were about to talk
about the ways you can
eliminate spy ware from
your computer, you might
write these headlines:
"Get Rid of Spy
ware"
or
"Ridding your PC
of Spy ware. The Tools
and Tips to Fight the Battle"
The second headline provides
more information on what
the user will discovers
should he/she read the
text that follows. The
first headline is somewhat
vague and a person may
not be convinced the answers
they seek are even on the
page. Think hard about
making your headlines and
subheads short yet descriptive.
The web is also a medium
for you to use a more relaxed
writing style. The style
can be more conversational,
and splashes of humor are
not frowned upon. The web
is a new and exciting place
and people expect a more
light hearted writing style
then, say, a reference
manual or text book. Use
this to your advantage.
But don't let misspellings,
bad grammar or punctuation
problems creep into your
text. Relaxed doesn't mean
sloppy. Review your content
carefully, and take the
time to make it right.
Think of it this way, if
a site owner can't take
the time to run a spell
check on their web site,
how well can they provide
the solutions they are
offering?
Writing for the web is
different than for paper.
It's a new style. Take
the time to learn it, and
you will not regret it.
-Paul Kaufman
President
Kaufman Web Design™
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