Writing for the web is not like writing for most any other media because a web user is unique. This fact creates challenges when creating and/or editing the copy for a web site. A balance between not enough and too much information must be found and maintained so that the site above all else meets the goal(s) of the client and is creative and inviting to the site visitor.
Web readers don’t read web copy line for line, the majority of these readers scan the copy looking for the “highlights” of the page or for something interesting to catch their eye. Printed material has a definite beginning, middle and end, however, a web site can have many entry and exit points which makes it essential that the writing be precise and concise without being repetitive. A good web writing must be: useful-- gives the user the information she wants and needs; usable—has descriptive headings, clear navigation cues, and is concise; engaging—the site is personable and not just a marketing brochure; and findable—the web user has to be able to find what she is looking for on the web site.
Great web writing takes dedication, creativity, organization, intelligence, a sense of humor, and a thick skin. There are a few (10 to be exact) tips to produce good web copy according to Erin Anderson, in Interact With Web Standards:
1. Love the inverted pyramid—start with the ending (conclusion) and work
work backwards
2. Believe less is more (most of the time)—don’t overwrite or use unnecessary
words
3. Avoid sounding like an infomercial—write to inform not to impress, speak
plainly but be specific, limit the use of bold or italicized copy
4. Make your copy easy to scan--paragraphs should be 60 words or less, headlines should be eight words or less, page length is dependent onthe content of the site (just be aware that size does matter), and headings should be placed strategically to guide the user through the pages
5. Write killer headings—help the reader to scan the page to find what she is
looking for
6. Lead with active words—helps to keep it simple and concise
7. Use simple sentences--avoid semicolons, too many commas, and be stingy with the adjectives and adverbs
8. Keep your promises—don’t reference a site with a link that doesn’t work, and
make sure the links and labels match the page content
9. Set up a review process—have someone else review your work
10. Steal (borrow?) from good websites--review the web sites you visit and keep a list of what works and what doesn't work
And don’t forget, a great web site is never finished. The content should be reviewed on a regular schedule to be sure it continues to be relevant, timely, accurate, and accomplishes the client’s goal(s).
