Writing for the Web
"Writing for the web" refers to writing content suitable for online reading, on a website. This is different to writing content for print purposes. When creating your new website using a website template, the greatest value you are adding is in your content.
Make the website template into your website
The website template already gives you the design and layout; you are making the template into your own website by adding text and other content about your business, or whatever topic your website is about.
Don't make the mistake of simply transferring your existing material, that you print, such as brochures and technical documentation, onto your website. You should rewrite them, adapting your writing style to one that works online.
The way people read online
The way you write online content should cater for the way people read online content. There are two important behaviours of online readers to keep in mind:
- Website visitors don't read word for word, they scan the web page
Use short paragraphs, clear headings, and lots of bullet points. Don't bury your information inside reams of text. Try to present your most important points, briefly, in a summary paragraph early in your web page. Expand on them further down the page.
- They expect concise information
Keep everything short and to the point. Include useful information, but ensure that it is easy to read. Stay away from jargon or industry-specific word.
Write for the reader, not for you
Remember who you are writing for - not for yourself, but for Joe and Jill out there. Generally, Joe and Jill don't know you, and are not particularly interested in you. They are looking for information. Write your pages to deliver what the reader wants - avoid me-centric phrasing. Try to use "I" and "me" never - or as little as possible. Tell your reader what they want to know.