Writing for the Web
If one of the primary reasons to write is to have people read your writing then you would have to wonder why anyone would write for the web.
The research gurus have found that about 80% of people don't read web pages, they scan them searching for words and sentences that match the information they are looking for.
What are people looking for?
Try it yourself, when scanning a document rather than reading it, these are the things that will stop your eye:
- Lists, bulleted or numbered.
- Bold text.
- Sub-headings.
- Links with meaningful words.
- Quotes pulled from the document.
- Tables and charts.
Too much bold text and too many sub-headings can convert your document into an un-readable hotchpotch so use them with care.
What to include, what to leave out
A web document should only have about 50% of the information usually contained in its print equivalent.
Include:
- Clear and concise text.
- Important, useful information.
- Tables or lists.
- Graphs and images if they add clarity or meaning to the text.
- Links to other sites. (Make sure other sites are credible.)
- Questions and answers.
- Summaries for longer documents.
- If you are selling something, include the price.
Leave out:
- Unnecessary words. (e.g. Welcome to my web site.)
- Marketing or promotional words. (e.g. The best ever.)
- Whining and waffling.
- Long passages of text. Don't put several ideas in one paragraph.
- Images or pictures that add no value.
How to format a web document
People are generally in a hurry so assist them to find the information they are looking for by laying out your document well.
- Summaries and important information at the top.
- Use white space well. Don't cram everything together.
- No more than one or two type faces.
- Take care with italics; they are often difficult to read on line.
- Maintain a structured document hierarchy.
- Keep the paragraph width readable. (High resolution screens can make paragraphs too wide.)
- Use colour wisely.
A good looking, well laid out document will add to the professionalism and credibility of your site.
Keep your target audience in mind
Work out a profile of your target audience and keep them in mind when writing. Ask yourself, "What would they think?" If they might have a disability of some kind, make sure you address it in your layout, language etc.
Good writing is always good writing, but the web is a unique medium. Knowing how to write for the web will help you get you message across more effectively.
If you would like to comment on this article please send an email to: designer@artisanwebdesign.co.nz.