Writing Effectively for the Internet

Why Write Differently for the Web Than for Print?

Text on the web presents unique problems for the writer, webdesigner, and reader, for a number of reasons. So, writing for web publication requires a slightly different technique than writing for print publication.

Computer monitors are harder on the eyes than paper. They are fairly low-resolution, so the words are not as sharp as they are on paper. As a result, studies have shown that people read slower on the web, by about 25%.

Additionally, while the contrast between ink and paper is usually strong - and fairly predictable - monitor settings vary widely according to both personal preferences and the monitor itself. Differing brightness and contrast levels can greatly effect the legibility of your text.

One of the great things about the internet is the ease with which information can be found and accessed. Your readers are most likely looking for fast information. They want text they can read or scan quickly to find what they are looking for, so organization and readability are paramount.

Most folks find it fatiguing - or at least inconvenient - to read long articles online. Long paragraphs and long lines are problematic; long pages can seem overwhelming. While a few people will print them out, others will just leave the website in frustration.

Pages incuding lots of text may also take a long time to download. Research shows that people are likely to wait only a few seconds for a page to download before they move on.

You can optimize your reader's experience by writing, organizing and presenting your text for maximum effectiveness on the web.

Formatting Your Text for the Internet

Take special care in writing and organizing the text on your page.

Given the limitations of the web, you'll want to take special care in writing and organizing the text on your page.

Writing tips

Briefly summarize your article with an engaging introduction.
Keep your text short & to the point. Less is more.
Keep your paragraphs brief, ideal length is no more than 3 sentences long.
Use dynamic words to keep your reader engaged.
Be friendly and conversational.
When writing, take care to natually use your website's keywords.
Don't underline text; on the web underlining is reserved for links.
Don't use ALL CAPs; on the web this is interpreted as shouting.

Formatting tips

Don't indent the first line of each paragraph.
Italic text often looks jagged on screen; use it sparingly.
Leave space after each paragraph to let the eye rest.
Use lists (like this one!); they're easy to scan and read.
Use headings and subheadings to make information easy to locate.
Keep lines (from margin to margin) short, about 12-14 words.

Link presentation

Work your link into a natural sentence, avoiding phrases such as "click here." Your reader will know what to do with the link without your telling him.

For example,

Please browse our selection of Beat Generation books.

is better than

Click here to buy Beat Generation books.
or
Click here to buy Beat Generation books.

Finishing Up

After your webpage is online, check it out. Proofread for any errors, look for consistency in formatting, and test any links to make sure they work correctly. When you're certain all is well, link the page to the rest of the site for the rest of the world to see.

What's Next? Promotion: Submitting Your Site to the Directories

The fifth article in this series on creating an effective website is Directory Submission Tips. Learn how to choose directories, write good titles, descriptions & get the most out of the submission process.

Questions?

Feel free to drop me a line with any comments or questions about this (or any other) topic. For more information on how make your website more effective, see my Website Optimization 101 article.

Wishing you much success!
cheers ~
Denise