Before you start writing for the Web, think about how you like to read on the Web. If you're like most, you find yourself scanning and skimming, looking for key words and points of relevance. If you don't see what you're looking for, or something that compels you to stay, you're likely to click off to a new page.
Plenty of research, including that of leading expert Jakob Nielsen, of the Nielsen Norman Group, shows how we actually read on the Web. For example:
- We read up to 25 percent more slowly.
- Our eyes focus at the upper left corner.
- It takes roughly three seconds for us to make a decision to stay or move on.
Web readers need to be able to immediately grasp the essential information on every page—it's how you stop them from moving on to the next site. Organization and structure are critical; the information has to be readily apparent and interesting.
There are plenty of technical considerations in publishing on the Web—navigation and search optimization, for example—but a good site still starts with good writing. Here are a few tips to keep in mind as you write for the Web.
Grab me!
One of the key differences in writing for the Web is the profound importance of prioritizing your information. With so little time to catch a reader, you have to make the first words count.
What's the story about? Depending on your style, you might want to prepare an outline or a pitch or elevator speech before you write. In an outline or a pitch, you’re focusing on the critical elements. Once you have the essentials—who, what, where, when, why and how—put them in order of importance.
This might remind you of the inverted pyramid techniques of writing newspaper copy. It's the same concept. Prioritize what's essential; put it at the top and make it prominent.
Make it easy
Now that your reader knows what to expect from this screen, help them find the specifics. Use the primary key words in the text, in subheads or in bullets. Make it pop out so that a scanning reader catches the right words. This way, you're giving your reader a preview of what to expect—what's in it for them.
This also means speeding up the flow. Active verbs are your friends; keep them close in short sentences. Convey a single idea in each. Keep paragraphs tight.
Steve Rubel, PR expert, blogger and media technology guru, uses the term "content snacking" to describe online reading habits. It might help to think of your sentences as popcorn, olives or cashews—you want your reader to sample and then stay for more.
Snappy bullet point lists can help deliver information quickly, in tasty, bite-size bits. Subheads can also pave the way, especially if your material is complex.
Don't "dumb down" your information; better to use the Web's multimedia capabilities to present complex concepts in an organized way. Sidebars, callouts, links, bullets, photos, graphics, slides and video are all options to make your message easy to comprehend without losing richness.
Get to the point
Be clear and brief. There's no time to fool around with cute ledes or lengthy scene-setting. Keep your sentences brisk.
As a writer for the Web, your most important tool is the delete key. Use it. Edit with zeal. Take out the extraneous words; keep your content focused on the key topic. Short sentences and paragraphs keep the eye moving and make the story look more appealing on a screen.
If your topic has to be long—as with corporate regulations or training handbooks—use your organized plan to present the information in manageable chunks. Organize each page with information in priority order; make it easy to scan and easy to understand. Cut everything else.
Some things never change
Let's remember some basic guidelines that apply to all writing, whether for the Web or for an old-style ink-on-paper product:
- Be accurate and factual: First and foremost, get it right. Check your facts, check the spelling of names and titles, test your links.
- Be lively and engaging: Active verbs and short sentences are best. The Web also welcomes a more conversational tone. Use what's appropriate for your audience and material.
- Be clear: Don't be tempted by snide or snarky approaches, or twisted metaphors. Make your point with as much clarity as possible.
- Be brief: Enough said.
- Grammar matters: Nothing damages the credibility of an article more quickly than grammatical and spelling mistakes. If you're not sure about the grammar, ask someone else to review. Don't let a misplaced comma or poor sentence structure change your meaning or introduce ambiguity.
Some things change all the time
Just as the long-form story has given way to brief, crisp "content snacking" on your PC screen, the changes won't stop there.
For example, reports show increasing Internet consumption on mobile devices and predict mobile screens will soon surpass Internet use on PCs. People will spend even more time on the Web using phones, pads and tablets, increasing demand for tight writing. Think of the changes brought by texting and tweeting.
The norms and style of writing will adapt to the new forms and technologies. You might as well get ready.
Start with accurate information, presented clearly, in a brief and easy-to-read style. Add proficiency in prioritizing, organizing and editing; and stay open to exploring new ways of storytelling and information sharing.
