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Writing Advice. Writing website content calls for different rules than writing on paper. Web writing is a different medium. Here are tips for writing for the web.

Return to articles about writing.

Writing for a Website

By Jane Watson

The word writing is a great umbrella. It covers different styles—academic, literary, legal, scientific, journalistic and business. Each has its own idiosyncrasies that must be religiously followed by the user.

However, all of these styles have one thing in common. They eventually end up on paper.

But there is a new kid on the block: web writing. Web writing is any writing designed to be posted on an intra-/internet.

Many people believe web writing is just another way to deliver a message. They don't understand it's a new medium, where the old rules of writing, marketing and social etiquette no longer apply.

Why?

Reading from a computer screen is difficult. It takes people 25% longer to get the message. This is probably why 79% of cyber readers scan their messages instead of reading word for word.

There are four major challenges facing web writers:

Appearance. What looks good on paper rarely looks good on a computer screen.

Tone. Computer screens do not communicate voice inflections or facial gestures. Readers use their own internal voices to understand a message; they can easily misinterpret your tone.

Organization. People read with themselves in mind. If you can't quickly deliver a reason for them to buy-in, you won't get read.

Correctness. It's even more important that spelling and grammar be correct because your readers could potentially number in the thousands.

Here are a few tips for web writers:

Highlight key words (colour or hyperlinks will help)
Put key points in subheads
Use bulleted lists
Use the inverted-pyramid style of journalism writing
Remember to check spelling and grammar
Keep the tone warm; avoid pretentious words and phrases
Use only half the words you would use in hard copy writing
Like it or not, technology has given us a new writing form. If you are building—or adding content to—a website, and you want a success story, you must have online savvy.

About the author:
©2002, Jane Watson is a trainer, consultant and speaker whose mission is to advance the communications skills of business people. Jane prides herself in staying current with the changes in written communications and in delivering interactive, upbeat workshops. She can be reached at jane@jwatsonassociates.com or 905-820-9909. www.jwatsonassociates.com
 

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