7 Things You Should Know About Web Writing and 8 Sites Where You Can Learn More

Visitors to your Web site won’t read much of your content word-for-word. They’ll scan the text and visually cherry pick what to read. They’re in a hurry, easily distracted and have limited attention spans. If they don’t see right away what they’re looking for, they’ll bail out.

Let’s talk about the way people read online and how to write for the Web.

1. Reading onscreen is hard on the eyes. Figure on using one-third the number of words onscreen as you would for the same content in print. If you can do it with a smaller percentage, even better.
2. Keep blocks of copy short. About half your readers will not bother to scroll down a page.
3. You need to play into the way readers scan your pages. Readers love lists because lists are easy to read and pack a lot a info into fewer words. Use bullets and numbers to make your lists stand out.
4. KISS. One idea per sentence. Two or three sentences per paragraph. One idea per paragraph.
5. Use lots of subheads. Not only are subheads guideposts for your readers, but also resting places for fast-moving eyeballs.
6. Use links to add color to body copy and give readers a place to pause as they skim. Also make it clear where the link goes. You have to say more than “more” or “click here.” A link that actually means something is often called a “descriptive link.” For example: Google and other sites provide a wealth of information about how to write descriptive links.
7. Get to the point. The fact your company is located in the beautiful hills of Lubbock, Texas is irrelevant to everyone except Mom.
8. Write in a natural, conversational style. No one other than my brother-in-law says stuff like: “We need to marginalize the real estate agent’s input so we can orchestrate options that will materialize in greater assets.” Why write that way?

Where to go to find out more about how writing for the Web is different:

1. Sun: Writing for the Web by Jakob Nielsen, distinguished engineer; PJ Schemenaur, technical editor; and Jonathan Fox, editor-in-chief, www.sun.com
2. New Media Bytes: Headline writing: How web and print headlines differ
3. Content Matters: Web Writing vs Print Writing
4. Useit: Writing Style for Print vs. Web
5. Website Tips: Web Content, Writing for Web Sites
6. Your HTML Source: Writing for the Web
7. Usability: Writing for the Web-Chapter 15
8. The Editorial Engine