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Writing for the Web
Reading on the web is different than reading traditional
print. Reading from the screen is more difficult because of
monitor resolutions. Text is rough rather than smooth. It
follows then, that writing for the web should also be different.
How does the audience read? We don't start at the top of the
page and read word-by word — we scan a page quickly,
looking for headings and links that might relate to the information
we're looking for.
We are not patient. We don't want to read a novella in order
to get to the point.
We skip the hype. Our eyes are trained to ignore the blinkies
and flowery adverbs that signal guerilla sales tactics.
If readers skim so quickly, how do you keep your audience's
attention long enough to deliver your message?
- Write scannable text
- Use "inverted pyramid" information structure
- Write objectively
- Write correctly (English 101)
Writing Scannable Content
Organize the information you want to present into topics
that will be useful to your readers. Use those topics as headings
and subheadings. Use two or three levels of headings where
appropriate, to organize the information into logical subject
areas. Highlight the headings — larger than the body
text and bolded. You can also use a different font or color,
as long as it stands out and doesn't appear to be a hyperlink
(do use a different color than the links on the page and do
not underline headings).
Use meaningful headings. Don't try to be cute, but you can
be clever. If a cliché or colorful heading conveys
the concept of the body text then by all means, use it. You
can add personality without corrupting scannability
You can avoid long paragraphs by using bulleted lists that
contain the essence of a paragraph's concepts. Boil the words
down to short phrases. But don't overdo. An effective page
will be a harmonious blend of meaningful headings, paragraphs
and bulleted lists.
Edit your words mercilessly. Be succinct and get to the point
quickly.
Inverted Pyramid Structure
Write as if you were composing a newspaper article. The conclusion
is first — usually the headline, followed by supporting
information in order of importance. If needed, present detailed
background information last, preferably on another page via
a link. Only a few readers who are genuinely interested will
take the time to read an entire story.
Writing Objectively
Readers know hype when they see it and they avoid it whenever
possible. Yes, you are proud of your product or service and
lofty adjectives float like plumb-fairies through your brain
when you think of your business. You are sold on it but your
reader is not. Not yet. They are suspicious of words like,
"marvelous", "fantastic" and "unequaled".
But if you give them the numbers they will believe. Instead
of saying your service is unequaled, show them the awards
you have received and the raw data that supports the claim.
Consumers are smart. Allow them to draw their own conclusions
from the facts you present.
See also: 
The Cluetrain Manifesto.
Other Writing Tips
Get Personal
The Internet is impersonal so when you write, write as you
would speak to friend on the phone. Picture yourself telling
your friend about the new product or service you'll be starting
up, then write that conversation. A conversational tone will
put a personal face on the impersonal screen and make the
reader feel comfortable. I'm not telling you to use slang
or sloppy grammar. Maintain professionalism to support your
credibility.
| Impersonal |
Personal |
| The way users read on the Internet
has been studied by usability experts. |
Usability experts have studied
the way we read on the web. |
| Use an active voice rather than passive.
Watch the word "by" — it can signal
use of the passive voice. |
|
| |
| Impersonal |
Personal |
| The company desires to assist
all customers who may encounter difficulties. |
Problems? We want to help. |
| Pare words down to common, conversational
use. |
|
Paragraph Structure
Each paragraph should address a single idea. The sentences
within that paragraph should support the topic.
Use a variety of sentence types: simple, compound and complex.
Vary the sentence lengths as well. A series of short sentences
in a paragraph creates a childlike effect and a series of
long sentences will put your readers to sleep. A variety of
sentence types and lengths makes a good read.
Grammar and Spelling
Write grammatically correct sentences and use spellcheck.
Of all the mistakes that damage credibility, I think these
are the number one killers. Here are some common pieces of
grit that get under my fingernails:
| Wrong |
Right |
| Your important to us. |
You're important to us. |
| Its common to find errors. |
It's common to find errors. |
| We see it's effects everywhere. |
We see its effects everywhere. |
Block Size, Type Font and Color
Very wide blocks of text are difficult to read in any medium.
Limit the body of your content to a maximum of 500 pixels
wide.
| Times
New Roman and Times, among others, are difficult to read
when the text is lengthy. |
For large blocks of text, stick with
Verdana or Arial, or some other type that's easy on the
eyes. |
| Italicized text is fine for short
sentences and phrases such as photo captions. But long
sentences written in italics are very difficult to read
on a monitor. |
For emphasis, use
a different color, different font or font size that contrasts
with the body text. |
| Please don't
make me try to read this. |
If you want
to get fancy, use contrasting values of the same hue. |
By writing for the reader with objective, well-organized
and scannable text, and writing correctly to support your
claims of credibility, you can keep your audience's attention
long enough to get your message across.
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