Article 1 of our Web Writing Guide emphasized the importance of writing content specifically for the Web. Keep this principle in mind and use the following worthwhile tips when you sit down to write. It will help you strengthen your Web presence with content that supports your brand.

Before Writing

Tone. Your tone of voice and its consistency throughout your Web site is vital to your brand. Each Web page and link serves as a touch point--the moment when visitors to your site form a perception of your company.

Take a moment to reflect on your company's tone. Review your mission statement if necessary. Browse through your Web site and read a few sentences out loud. Be sure it conveys the following attributes:

• Warmth | Your readers must feel welcome and assured that you are there to benefit each of them personally. In order to convey the priority you give to your client relationships, remember the following:
  • Write with a person in mind, not a group of people.
  • Carry on a conversation with that one client.
  • Anticipate each reader's needs and questions and then answer them.

• Credibility | Your readers are on your Web site looking for a trustworthy source to meet their needs. In order to convey trustworthiness, remember the following:
  • Avoid words that resemble "salesman" language. Be able to deliver what you offer.
  • Use down-to-earth, daily life examples. This shows you can relate to your client and that you're not afraid to let your claims be proven.

• Authority | Your readers should immediately recognize that you are an expert in your field without perceiving arrogance. In order to convey expertise, remember the following:
  • Be confident about your services and expertise!
  • Keep technical jargon minimal. Never assume the reader understands.
  • Remember the client may know more than you do.

Scannability. Since your readers are searching the Web for specific information, they're generally not savoring every word of your site along with their espresso. If they don't find what they're looking for right away, they can leave your site with a click of a mouse. Remember--your readers are scanning your pages more than reading them.

Refer to Article 1 of our Guide for tips regarding scannability.

While Writing

Grammatical Guidelines. During the writing process, keep a reference copy of your company's Style Guide nearby. If you don't have a style guide, we heartily recommend you use a previously published one and stick with it - or, even better, write your own. A company-specific style guide can be adapted accordingly as your company grows.

Thought Flow. If a blank screen paralyzes your mental processes, keep the following tips in mind:

• Write now, edit later. We all have a tendency to think about our writing more than we actually write. Most writers tend to spend close to 90% of their time writing and re-writing, greatly slowing the process down. One guideline to follow when writing is to use 50% of the time researching and planning, 30% editing, and only 20% actually writing.
• Keep the benefit of your customers in mind and get excited about your content. The more excited you are about your company, the more excited you'll be about writing the content your customers want.

December's Wire Newsletter will feature tips and guidelines regarding The Editing Process.