writing for the web

                               Writing For The Web

In this lecture we will try to learn about the effective rules of writing for websites, where these points are necessary to know firstly;
1. Treat your web visitors like wild animals
2. Put your most important information first
3. Don’t try to be clever or creative
4. Write for scanners
5. Use familiar words
6. Write for lazy people
7. Expect people to arrive anywhere on your website
8. Make it easy for hunters to find you
9. Make a visual impression

1. Treat your web visitors like wild animals
Your website visitors behave like wild animals. They’re hunting for information or a product to buy – just like a hungry panther hunts for his next meal.When a panther sniffs a scent trail he quickly decides: will the scent trail lead to a good meal? And will it be an easy catch?Your web visitors consider the same two things: Does your website offer what they’re looking for? And can they find it easily?
A hungry panther doesn’t like wasting time to catch a meal. And your web visitors don’t want to browse around your website for several long minutes to find the product they’re after. They want to find it quickly.Just like the panther makes a fast decision whether to follow a scent trail or not, your web visitor decides quickly whether your site is useful or not. So if your site looks complicated with a lot of options to choose from, they click away to check out another website.

2. Put your most important information first
Writing for the web is completely different from writing an essay or a paper.An essay might go like this: First, explain what you’re going to discuss. Then, present an overview of the literature. Next, discuss; and finally draw your conclusion. The most important point you make is in the conclusion – at the end of your essay!
On web pages you have to do the opposite: you’re most important points always come first.Information that’s most important to your web visitors is often a simple statement of what you do. Once they understand what you do, they might want to know some important details. And then – maybe they’d like to know some background information.
Journalists call this way of writing the inverted pyramid. In newspaper articles the most newsworthy information comes first before details and background information. Even if you only read the first paragraph of a newspaper story you still understand the big picture.It’s the same on your website. Your customers want to know the big picture first. Basically: What do you do? Or what can you do for them?

3. Don’t try to be clever or creative
On the web it’s rare that a reader hangs on to every word you write. He doesn’t have time. He’s in a hurry because he could check out several other scent trails – websites – instead of wasting time trying to figure out what you do.Simple statements often work best.Clever phrasing requires people to think. And asking people to think, doesn’t work on the web because web visitors are hunting – they don’t have time to think. So keep your web copy as simple as possible.Write as if you’re writing for a 12-year old because that makes your copy easy-to-follow. And be careful with jokes unless you’re absolutely sure your target audience will get them.
4. Write for scanners
How many people read web pages?Research suggests that only 16% of people read web pages word-for-word. Most people scan. How can you write for scanners? A check list:

 Does your headline communicate what you’re about?
 Does your image caption communicate a sales message?
 Do your sub headlines summarize your key points?
 Do easy-to-scan bullet points reduce wordiness?

Your web visitor is hunting for information or products. Ensure he can understand your most important information by just glancing at your web page.

5. Use familiar words
Imagine you want to fly to Bangkok for a holiday and you’re looking for a cheap flight. What will you search for: a cost-effective flight, a low-fare, or a cheap flight to Bangkok?Nobody searches for cost-effective flights. As Google’s Keyword Tool shows cheap is what people are looking for:Most people search for cheap flights

Carewords are the words people are looking for. We often like to make ourselves sound better than we are. We try to embellish what we do. We try to sound scientific, fancy or special. But your web visitor is looking for familiar words – carewords – because they’re the scent trail that tells him he’s in the right place.

6. Write for lazy people
Just like the lazy panther looks for an easy catch for his dinner, your web visitor doesn’t want to make an effort to read your text.
Make your copy easy to read:
 Use short paragraphs – four sentences max;
 Use short sentences – twelve on average;
 Skip unnecessary words;
 Avoid jargon and gobbledygook
 Avoid the passive tense;
 Avoid needless repetition;
 Address your web visitors directly. Use the word you;
 Shorten your text.

7. Expect people to arrive anywhere on your website
People usually read a book from chapter one, via chapter two to three and four etc.Now, imagine people pick up a book and start reading somewhere completely at random. Possibly at the beginning of the last chapter, maybe in the middle of chapter three, or at the last page of chapter one.
That’s what the web is like. Most web visitors will not start reading at your home page. They may arrive on any of your web pages.

If each web page can be an entry page what does that mean?
 Each page should be easy to scan;
 Each page should clarify to people where they are; and what your site is about;
 Each page should have a call to action telling people where to go next – to read another blog post, sign up for your email newsletter, check out a detailed product description or testimonial, request a quote or add a product to a shopping cart.

8. Make it easy for hunters to find you
Potential customers are hunting for information or products.

How can you help them find you?
 Answer the questions potential customers are asking;
 Discuss one key topic for each page;
 Include links to relevant pages on your own website or to other websites;
 Use phrases and words your potential customers are looking for.

9. Make a visual impression
Web copy and web design should work together.You can’t write your words, you can’t compose your sentences, you can create your bullet points, without considering how your web page will look.The visual appeal of your website impacts the readability of your text; and influences whether web visitors can quickly get what you’re about.

How to increase the visual appeal of your web copy:
 Replace text by photographs or videos;
 Consider different font sizes – think about people scanning large text first;
 Emphasize quotes of customers (or experts) to add credibility;
 Play around with highlights, bold text, CAPS, or italics;
 Break a long headline into a headline with a sub headline;
 Change paragraphs into bullet points.

RE-CAP 
TIPS FOR WRITING WEB CONTENT

• Use the words your users use. 
• Chunk your content. 
• Front-load the important information.
• Use pronouns.
• Use active voice.
• Use short sentences and paragraphs.
• Use bullets and numbered lists.
• Use clear headlines and subheads.
• Use images, diagrams, or multimedia
• Use white space. 
• Always start with keyword research for SEO.
• Always hyperlink to your sources

RE-CAP 
RULES FOR WRITING EFFECTIVE WEB CONTENT

1) Know your reader
2) Take a publishing approach
3) Keep content short and simple
4) Write active content
5) Put content in context
6) Write for how people search
7) Write great headings
8) Write great summaries
9) Write great metadata
10) Edit. Edit. Edit.