How to Write for the Web
People read differently online than in print. In print, readers delve deep and are not easily distracted by things to click on.
People online:
- Read 20% slower vs. print
- Are task focused rather than looking for an immersive experience
- Scan the page rather than read every word
In short, don’t expect your content to work if you simply copy and paste from print.
GOALS SHOULD GUIDE YOUR CONTENT CREATION PROCESS
Goals focus your efforts and inform what you should create, keep or delete. Answer the following questions to guide this process.
- What are the communication goals of this page?
- Who is the audience?
- What are the key calls to action?
- What is the utilitarian function of this page?
- Can this content be shorter or more skimmable?
- Can you eliminate redundant content?
- Is all the content relevant?
Regarding who is the audience, keep in mind the audience may be quite different from you. Create a profile of a typical audience member — like 34 year old mother of three — so you know whom you’re writing to.
How to Write for the Web: Takeaways
- Write short sentences.
- Write directly.
- Write conversationally.
- Start with the most important information.
- Use key words.
- Strive for clarity.
Put information in context. Writing for print — linear text — is not necessarily effective on the Web (hypertext).
- Hyperlinks make a difference. Instead of digressing about a topic, link to it.
- Talk to the user when giving instructions. Write in the second person, “you.”
- Write active sentences. Start bullet points with powerful action words.
- Avoid overuse of parentheses, use commas and dashes when possible.
- Be mindful of textual differences from print.
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- Sentence spacing. Use only one space between sentences.
- Italics. Italics slow down a reader on the Web; use them sparingly, 1-5 words.
- Underline. Avoid underlining on the Web, because it implies a hyperlink.
Contact me to take your writing for the web to the next level: bob@kaplitz.tv.
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