Writing for the Web
A common mistake made by many who write for the Internet is to assume
that writing for the computer screen is like any other kind of writing.
Writers often see only one significant difference. Web text, they conclude,
should not be limited by length. The web is limitless, so there is no
need to be succinct, precise or brief.
Nothing could be further from the truth.
Consider this. Reading online is 25 percent slower than reading on
paper. Therefore, web content needs to be about 75 percent the length
of its paper equivalent.
Most web readers (as many as 79 percent of them) scan the information
and do not read word for word. Therefore, it's a good idea to use "eye
anchors" when writing for the web, and make it easy for your reader
to move through the text quickly. But avoid highlighting too many words
in a row. Most of us can see only about three highlighted words at a
time. Bulleted or numbered lists are helpful, as they give visual form
to the text, which makes for easier reading and better comprehension.
Journalists are accustomed to writing in a style known as the "inverted
pyramid," and it's a good idea to organize your web writing in
the same fashion. The inverted pyramid calls for putting the most important
information at the beginning of the article, then adding the detail
throughout the article, leaving the least important information for
the end. This is particularly important when you consider that most
readers are not seeking your web page for any other reason than to find
information and move on. So, getting your most important points made
early in the piece is the best strategy.
Writing style is a very personal issue; everyone has a different tone.
However, writing for the web can, in general, be less formal and more
conversational than writing for print. Humor can be a useful tool, but
because most web readers are truly information seekers, avoid overuse
of clever headings, cute headlines, puns or trite turns of phrase. Remember
that the web is an international medium. What we find humorous in our
culture may be offensive elsewhere on the globe.
As with any writing, keep sentences short, concise, clear and full
of active verbs and powerful adjectives and adverbs. Keep paragraphs
the same way. Limit your paragraphs to one major idea per paragraph
and write as much about it as you need to convey your message—no
more.
Edit your work. Always edit your work. Leave the piece alone
for a few hours or a few days. When you return to it, read it aloud
and listen for redundancies. Find a shorter way to say things. Scrutinize
each sentence for unnecessary descriptors. Try to cut what you have
written by at least 10 percent. 15 percent is better. Use your electronic
tools to edit for spelling and grammar, but don't depend on them 100
percent. Print your work and proofread from the bottom up, line by line,
sentence by sentence. Have someone else review your work if possible;
it's difficult for us to catch our own mistakes.
Then, rely on a talented web designer to give your writing some visual
appeal. Colors and graphics can add a great deal to your written word
and can help move the reader through the text. But don't overdo that
either. Balance is key.
Once the information is ready to load, review it one last time for
readability and accuracy. Be sure to check back frequently to update
the material. The web is a very fluid medium. Static documents discourage
visitors from returning to your site. Timing is everything; keep your
content current!
Send this article to a friend
Authored by: Mary Paulsell, Assistant State Director,
Missouri Small Business Development Centers
Source: Creating Quality Newsletter, Volume
11, Number 10, October 2002
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