Tips on writing for the Web

The growing popularity of the Internet has presented writers with new challenges. Studies show the pace of reading on the screen is 25% slower and the average attention span of the Internet reader is decreasing. With most businesses using their Web site and email as important forms of communication, new copy writing standards have emerged. Web sites are moving into their second and third iterations and businesses are adopting effective Internet writing strategies that ensure audiences stay engaged and informed.

People are bombarded with over 2,000 pieces of written, verbal, and visual information each day. To ensure your website or email will catch their attention, your copy should:

• Avoid pages that need to scroll (stay above the fold)
• Make text scannable—use bullets, bolding, and callouts to highlight important information
• Use shorter paragraphs (maximum of five lines) and shorter sentences (maximum of 20 words)
• Employ creative and descriptive headings and subheadings
• Separate the need to know information from the nice to know information
• Be legible and easy to read

Stay above the fold
It is particularly important to position the most important information in the leading paragraphs when writing for the Web. Placing the who, what, when, where, how, and why first and following with backup information, ensures the reader will get your message quickly and efficiently.

Scannable and understandable
People are much more apt to scan a document that is on their screen rather than read every word. To make important information easily comprehended, try using bullets, bolding, and callouts to highlight important messages.

Be brief— visually
Short paragraphs and sentences are much less daunting than long ones. When composing for the screen, try to keep paragraphs to a maximum of five lines and sentences at a maximum of 20 words—about 50% shorter than writing for print. People read 25-30% slower on the screen; shorter paragraphs will keep them engaged.

Use descriptive headings
Good headings and subheadings give a scanning reader an idea of the section’s topic. Use your headings as an opportunity to make important points, leading your reader into the paragraphs below.

Write for a need to know basis
When creating Web copy, try to separate the need to know information from the nice to know information. Be sure your most important information is upfront, that way the reader takes it in first. Follow up with any interesting or anecdotal points.

Readability
One of the most important considerations when writing for the Web is the use of flashy or heavy backgrounds, patterns, and colors. When reading words on a printed page, most people are accustomed to seeing black text on a light background. Text on a printed page is the easiest way to read a document. Try to emulate that when writing on the screen—the simpler it is, the easier it will be for the reader to comprehend.

Cater to your reader
With so much of our lives shifting off the page and onto the computer, it is important to consider the needs and habits of your reader when composing copy for the screen. When a reader is willing to seek out information by visiting your site or opening your email, it is up to you to help them understand the message quickly and efficiently.

© 2007 ADAMS