Web writing is, in the most basic terms, writing for the web. It is not so different from writing for print but there are some basic rules that apply. Website writing needs a keen eye and a creative mind to achieve the targets of the website itself.
There are some basic things that should be understood before engaging in the whole process of web writing. First, internet users are not always keen readers. Given the amount of material that is present on the web, they tend to scan through articles and texts and if they can’t find what they are looking for they close the page and move on. Knowing that, it is best to invest in writing that is neatly arranged and pleasing to the eye. Having bulleted points is better than having continuous text. If you prefer text, then you should try short paragraphs. Each one should hold an individual idea; mixing them up is not advised.
Headings and subheadings are better. When an internet user is skimming through, the titles give one the idea whether what they are looking for is listed. Another method that has been proven to work is putting the conclusion in the beginning. For one, it draws the attention of the reader and once they are captured, chances are they will keep reading. It goes without saying that the work should be error free. It should be proofread to avoid any grammatical errors whatsoever.
When website writing, the key is to stick to the content that was aimed at when setting up the site. No matter how big the temptation, you cannot involve any personal interests unless the website is meant for just that. The aim of the website should be aired for all to see. The readers are not supposed to ‘get it’ when they read through because if it doesn’t occur to them what the site does, they will simply navigate away. Always remember that the more specific you are the more the readers will feel the need to keep reading.
Formatting is important. Use of italics, bolding words, subheads is essential and should not be ignored. The content should seem like it is directed to the reader, it should be personal. Avoiding passive speech is usually recommended.
