Writing for the Web versus writing for print

We’ve got our domain name, our web host, and our website design. All that’s left is to produce site content. We all learned to write in school, and we might even have brochures or other promotional material that we can use for our website. This part should be easy.

Well, it might be easy if we know what we’re doing. But writing for print publications and writing for the Web are not the same. Of course there are similarities, but if we don’t recognize the differences, we’ll lose our audience.

Who the audience is

We generally know what kind of people will be reading our brochures. We may even hand them out in person and talk with the recipients. Many print publications reach a wider audience, but they don’t have the potential audience of websites. People from around the world of all ages and backgrounds, and with various first languages, can view websites.

Our website target audience may be more focused. If we run a fan site for a young actor, for example, most of our audience will be young. A site about a local bricks-and-mortar business will attract more of a local audience.

Even with a focused target audience, people outside that audience will still be able to read the site content. To make it accessible to a wider audience, avoid these potential problems:

• Jargon. Or if you use it, explain it at your site.
• Clichés. If the words don’t make sense together when using their literal meanings, find a clearer way to say the same thing.
• Complex sentence structures. Shorter, simpler sentences are easier to read.

When the content is published

What’s wrong with this sentence?

"John Doe joined ABC Company two years ago. He’s been our sales manager for the past six months."

If the date appears with the document (printed or online), the above will be clear. But most web pages don’t have a date on them. When is "two years ago"? 2003? 2007? 1998? When were those six months? If we write the sentence as follows, the dates won’t become out of date:

"John Doe joined ABC Company in 2004. He has been our sales manager since February 2006."

How people access the content

With both print and online publications, we have some control over how people find our content. People generally start reading print publications at the beginning, but at most websites, readers can start on just about any page. Because of this, every web page needs to be understandable by itself without expecting readers to have read other pages first.

Using keyword phrases that people search for serves two purposes: it gets our sites listed in relevant search results, and it helps readers find relevant content once they’re at our sites. For both purposes, keyword phrases should be used in titles and headings where possible but not overused. In addition, each page should have a focus to give it higher keyword density and to make it more useful to readers.

How people decide to read

Readers generally approach brochures and web pages the same way. They take about three seconds to decide if anything appeals to them enough to look further. If they continue, they spend perhaps another 30 seconds scanning the title, the first paragraph, the headings, and keywords. If they’re still reading after 30 seconds, they’ll probably give the content more time. But if they’re at a website, they may have followed a link to another page by then.

Web readers have the option of clicking the Back button. Good opening sentences, informative headings, and useful keywords are necessary to keep readers from exiting too soon.

How people read

Long sentences and paragraphs have their place in novels, but when people want information, they want it to be accessible. Reading online takes longer than reading print material. Long, dense text is a deterrent to reading online and can send readers to the Back button.

More literate readers tend to skim and scan online. Informative headings, short paragraphs of varying lengths, bulleted lists, and bolded words in places help with both. Less literate readers read word for word; every word should add value to the page.

Web readers expect to be able to move to whatever page they want to read next. Hyperlinked text and links to more information help readers move around the site.

While site visitors may not follow the path we lay out, online text should have calls to action to show readers suggested steps. Hyperlinked text such as "View product details," "Add to cart," "Contact us," or "Join in the discussion," serves this function.

What people expect

People don’t usually arrive at random websites. When they land at a new site, they expect to find the information they’re looking for. If they don’t find it fast, they know where the Back button is.

People recognize hype. Present the facts that your readers will want to know, and support your statements. Provide product data, customer testimonials, and other information.

Web writing tends to be informal. Formality online can alienate readers. But informal doesn’t mean inaccurate. If web content contains spelling and grammar errors, we lose credibility.

* * * * *

So, how do we write for the Web?

• Know your audience and write for them.
• Create an attention-getting lead for each page.
• Use keywords in titles and headings in particular for your audience and for search engine bots.
• Eliminate wordiness.
• Make each page stand on its own, and link to other pages when relevant.

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