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Web Writing (1 of 4)
Understanding the difference between writing for the Web and writing for print is crucial to a successful Web site.

When was the last time you grabbed a cup of espresso, sat down in your favorite easy chair and anxiously read through your favorite corporate Web site? If you can't remember, you're on to something!

There's a huge difference between writing for the Web and writing for print. Understanding the difference is crucial to making sure your Web content meets the needs of your site's visitors, supports your overall brand, and helps your Web site get high visibility in search engine rankings.

You mean they don't read my Web site?

Customers who find your site on the Web usually want answers and they want them fast. If they don't find what they're looking for in their first glance, they'll likely look somewhere else. The biggest difference between writing for the Web and writing for print is how much of the content gets read.

How do I get my Web content noticed?

Consistency. Good Web writing begins before you sit down to actually write. We recommend you have a corporate Web Writing Style Guide written first.

A good Style Guide will include general guidelines to keep your company's tone of voice and writing style consistent. It should encourage your writers to keep your company's vision in mind when writing, and it makes the final call regarding grammatical decisions that can go either way (i.e. e-mail or email, Web site or website).

Consideration. In addition to using a Style Guide, remember to continually put yourself in your reader's shoes. What's another way you can word some of that technical jargon only your employees understand? How does this content answer your customers' questions and meet their needs? Remember to write with the benefit to your customers in mind.

What are some general Web writing tips I can use right away?

Whether you have a Web Writing Style Guide written yet or not, there are still some Web writing tips you can use right away. These tips all help make sure your content is written with scannability in mind. So go ahead, feel free to grab your espresso and take special note:

  • Keep content tight; be as brief as possible.
  • Include a summary at the top of the page.
  • Use descriptive headers; include search engine terms to help the reader find what he's looking for.
  • Write short paragraphs; this implies the article will take less time to read.
  • Use bullets and numbered lists frequently.
  • Keep language and sentence structure simple; avoid creative introductions and plays on words.

Look for November's Wire Newsletter featuring specific tips for writing for the Web.