What
You Need To Know About Writing For The Web
Author: Ayat Shukairy
When it comes to the world of web design, the website copy is
often the last thing considered. Most people cut and paste in
a section of their latest brochure or sales pitch, after all,
it already showcases everything they need to say about their
product or service, right? Wrong. Companies often get so bogged
down by the look and feel of their website, they forget to spend
the same time and focus on their web copy.
Words
matter. You have 10 seconds to hook the reader and get them
interested in what you have to offer. Users dive straight into
the text and often ignore the images, so if a user visits your
site and wonders what it's about, you know you have some work
to do. Consider the following web copy guidelines when tackling
writing for the web:
•
Assess your goal
• Consider your audience
• Authority
• Currency
• Objectivity
Assess
your goal
Decide what goal you want to fulfill with your website. Is it
a place users can come for information, or are you selling a
product? Either way, by identifying your main focus, you'll
stay on track, and reach your target audience. The web copy
is the hook to catch the user and keep them interested and engaged.
How
can you assess your goal? Consider these tips when taking your
first steps: If you're selling a product: Your goal will be
to drive up online sales. Your focus: to create an online space
that makes finding and buying your product quick and easy.
If
you're marketing a service: Your goal will be to offer useful
information about your service that will build trust and customer
loyalty. One great way is to design an online brochure.
You're
providing information: Your goal is to share information with
a group of readers i.e.: telling your customers about your site.
To meet this goal, you could develop web friendly information
on your business. You'll know you're successful when customers
report that they found the site helpful.
Consider
your audience
How do you identify your target audience? Ask yourself some
questions, such as "Is the website geared to business professionals?'
`Is the information directed to novices or experts?' If your
web content is directed to the right target audience, you'll
write in a voice they identify and relate to.
Determine
what information a user will expect to find when they hit your
site. Then, generate your website copy and test out the content
with target audience members. No one can direct you like your
audience, so use the feedback to guide you to the right approach.
You can also check out other credible websites and use them
as a resource to help get you going in the right direction.
Authority
Take responsibility for the content on your website. This will
establish you as an authority and build your credibility with
the user.
•
Identify the author
•
Identify your authority – State any qualifications or professional
standing that make you an authority on the product or service
you are writing about. Make sure the qualifications can be verified.
•
Ensure your contact information is up to date and easy to use.
If you post an email address, ensure it is valid and checked
often.
•
Ensure a disclaimer is added when an author's credentials are
not appropriate or good enough to ensure the accuracy of the
content.
•
Indicate if the website is personal and has no commercial purpose.
Let the user know if you are an educational institution or a
not-for-profit company.
Currency
Keep the website fresh and current. It will also reinforce your
credibility with the user.
•
Make sure your website is always available. Consider changing
service provider if you experience frequent down time.
•
Keep content up to date. Indicate when pages are written or
updated.
•
Make sure it's complete. Eliminate any "under-construction"
pages or sections
•
Check frequently for broken links to internal and external pages.
•
Check to make sure interactive pages such as feedback forms
work.
Objectivity
Maintain
objectivity when you write website content. Provide accurate
information and keep advertising and market-style writing to
a minimum and you've succeeded in writing content for the web
that is objective.
Give
the readers what they want
Write
copy that is scannable. Readers want to be able to scan text
and identify key points and topics. Make the initial copy easy
to navigate by using titles and fonts to highlight key points
and topics. By being clear about what they're looking at, the
users will respond by digging deeper and getting into the content
of your website.
