Writing for the Web

by Kristy Schnabel

Introduction

In making the business case for technical communication, consider writing for the Web. It's different than writing for print, and unless the writer takes into account certain factors, Web content will get little noticed, and the Web site's purpose will not be met.

I'll be the first to admit that I don't expect anyone to read what I write on my service business Web site. In fact, when someone tells me he read an article that I wrote, I'm surprised. Still, you have to have something on that blank page to:

• Engage your target market
• Inform quickly
• Form a personal connection
• Impress and instill confidence
• Leave them wanting more

Here's how I think you do that.

Engage Your Target Market

To encourage Web site exploration and get the attention of your audience:

1. Use colors and layout that create the “wow factor.” You want your visitors to feel like they've walked into a pleasant room that they want to stay in.
2. Know your target audience and write to them. Use language, style, and fonts that make your readers think that you are speaking to them.
3. Let them know you have what they want. Identify the top 5 or 10 reasons your target audience lands on your home page, and make sure that you have that information there, or an easy link to it.
4. Provide excellent and clear navigation. It must be clear how to easily get around your site, to know where you are on the site on any given page, and to know the purpose of each page. Confusion drives people away.

Inform Quickly

Convey useful information in a non-confusing manner. Don't expect your viewers to read, but to scan and skim.

1. Provide a scannable layout:
• Chunk information using bullets, numbered lists, spacing, tables, and horizontal lines.
• Limit paragraphs to 4-5 lines.
• Emphasize text by using italics and bolding wisely, and not excessively.
• Use underlines for links only; no false promises.
• State the most important part of the paragraph first (inverted pyramid style).
• Use headings and subheading for easy skimming.
  
2. Write tight. Use half the content you would for print.
3. Limit horizontal and eliminate vertical scrolling. If you have more to say, add another page.
4. Summarize. Write abstracts or key points to longer items and provide links for additional information.
5. Use active verbs.
6. Provide one idea per paragraph, one topic per page.

Form a Personal Connection

Make your users feel comfortable, as if they know you.

1. Write in first person. This approach isn't appropriate for larger businesses, but certainly you can avoid saying “we” and “us” when it's a one person operation.
2. Be personable and conversational. This is easily accomplished, and makes a big impact.
3. Write with passion. Let how much you care about your business come through, but don't overstate the matter.
4. Let your honesty come through.
5. Avoid Web references. There's no need to say “click here,” or “press this “link,” as you'll only remind them of where they are.

Impress and Instill Confidence

In 2-5 seconds, your user will decide to leave or stay on your Web site.

1. Use conservative colors and fonts. Choose colors that attract, don't shock, and make sure the fonts are easily read by your target audience.
2. Hire a graphic designer. Or get professional training and use attractive graphical elements.
3. Check your spelling and grammar. Check your text using a word processing software program, and then recheck the spelling using your HTML authoring tool.
4. Use a consistent style guide. Be consistent with your own style guide (e.g., e-mail or email, Web or web).
5. Use pull quotes to entice readers.
6. Write honestly, and leave out the marketing hype.
7. Test your Web pages. Use different browsers to make sure that your pages load properly.
8. Print out your Web pages. I once changed the overall design for my site so it would print better.
9. Create credibility. Provide address and contact information.

Leave Them Wanting More

Seldom is it the case that you go to a Web site for the first time and hire that person, or buy what he or she is selling. So let's face it; you want people to return to your site in order to keep in contact with them.

1. Update your content from time to time. Consider adding new items to your portfolio.
2. Use foreshadowing. Tell your Web audience about something exciting that is coming up.
3. Deliver what you promise. If you promise something, follow through and provide it.
4. Give away lots of free, useful information. For example, offer tips relevant to the target audience that you want to attract.
5. Provide links judiciously. You don't want people leaving your site, so when you provide a link, make sure it opens a new window, and doesn't close yours.

Summary

Write differently for the Web because looking at a computer screen is not like reading a paperback. To attract visitors to your site, provide aesthetically pleasing pages with nice colors, white space, and graphical elements. Don't expect viewers to read, but to scan your information. Let your personality come through this impersonal media, and leave them wanting more so they'll come back.

About the Author

Kristy Schnabel has a B.A. in Economics, an M.B.A from the University of California, Irvine, and a Certificate in Technical and Professional Writing from Portland Community College. She owns It's Virtually Done, a virtual assistance practice. Reach her through her Web site at (http://www.itsvirtuallydone.com).