In this three-part series on Web writing you’ll get tips help you create copy—and then lay it out in a way that encourages readers to peruse the site, and come back again and again.
Part One: Creating the Content
Web writing is not your typical prose. Why? Because Web visitors typically are looking to zip in and out of a site, scanning and getting their information quickly. In fact, Web readers typically read in an “F” pattern; therefore, you’d do best to create your content in two horizontal bars across your page, followed by a vertical scan down the left side.
Start with your main, or “landing” page. Create a title for it to give your readers a relevant, broad overview of what’s to follow. As you plan your content, keep in mind it should be presented in logical divisions and subdivisions, with bulleted lists, meaningful headings and subheadings, and “chunks” of information (chunks are sections of info that can be accessed individually, like a complete idea.) Be careful, however, not to over-subdivide (just chunk full, standalone ideas and you’ll be all set), and be sure to think about starting your subheads, paragraphs, and bullet points with info-carrying words.
As you begin to write, try to use concise, objective language so that your reader can determine—quickly—whether or not he or she is in the right place. This is accomplished if you:
- create major headings/sections
- write down minor points for each section
- put relevant links next to the point
- turn minor points into a paragraph
- bold minor points
- write a one-sentence summary of page
- use the one-sentence summary to start a one-paragraph summary
- shorten the one-sentence summary into an informal title
- work back up through the page for readability
- read at each interest level, from “no interest” to “thirsty for more”
- pick out a word, phrase or idea from the following paragraphs to entice the reader to keep reading
Express your benefits immediately by using hooks like
- quotation marks
- questions (Why use Company XYZ?)
- unusual statements (Not every school district likes children.)
- compare/contrast (What we do—and what we don’t—for you.)
- promise of conflict (Why our competitors hate us.)
Pick out individual key words in your text, and bold them, or otherwise call them out
- Highlight key words, salient points
- Handle minor points as:
- topic sentences
- bold typeface
- bulleted lists
- useful points, without their surrounding text
No matter what, always employ good writing. Use spell check, use proper grammar, and be sure to proofread prior to posting. Your writing is best read on the Web if it’s in an informal and personal style. Use simple sentences, and factor out repetitive words. Write in active voice, and avoid cute clichés, stale jokes, overly familiar wording, ambiguity, overstatement, and emotion-laden comparisons. You might even consider a Table of Contents at the top of a page, with links to your subsequent sections.
