the Coup

Writing for the Web

A wall of text is deadly on your website. Intimidating. Boring. Difficult to read.

If you aren’t going to write for the web, save your time. People won’t read what you wrote. Harsh? Yes. But I’ve got to convince you to pause — it’ll only take a minute to get it right.

How to get it Read

To draw users into the text and support scannability, use well-documented methods:

• meaningful subheads
• bulleted lists
• short paragraphs with one idea
• highlighted keywords (bold text and links)
• clear and informal writing
• start with your conclusion

Assume that you’ll lose half your visitors by the end of your first paragraph. What do you want them to leave with?

People Remember well-formed Content

Research has shown that better content yields:

• remembered content
• quicker reading and finding of answers
• fewer errors or confusion
• satisfied visitors

Most importantly, content that functions well keeps a visitor from leaving.

How People Read your Website

Researchers tracked the eyes of hundreds of people reading thousands of web pages. There was a consistent pattern of scanning.

Notice how you read other websites. Often, you’ll find your self leaving after reading the headers and highilghted phrases.

It’s Easy to Rewrite your Text

If your text isn’t up to snuff, rewrite it.

How? Delete everything extraneous. Aim for half the word count. Allow no more than one idea per paragraph.

Avoid the passive voice. Nix your use of is, are, and …ing.

Now go back and add subheads, bullets, and bold key phrases.

Links and Pics

Please don’t tell us to click here. Please, we know! Use smart links with descriptive phrases already in your text. It’s better for your readers. And search engines will give you kudos.

Quality pictures of course, offer readers a break and the incentive to continue. Bad pictures do more harm than good.

More:

• facts and information.
• research and facts
• writing for fundraising and email
• writing style for blogs
• the day you became a better writer