Web Writing Quickie

Here’s a short overview of how to write for the web. I wrote this as a handout for a short talk I gave working at Co-op America, and thought I’d share it on my website.

These guidelines will also help you write better copy for other online and screen-based communications, including business emails.

Basic Observations on How People Read on the Web

  • Online readers usually scan rather than read web pages.
  • Readers notice highlighted keywords in bold or hyperlinks. If a reader is hunting for resources, they are likely to scan the page for hyperlinked keywords.
  • Bulleted and numbered lists attract online readers’ attention.
  • One idea per paragraph is the best way to communicate. While skimming, many readers will skip a paragraph when the first sentence (or first fragment of the first sentence) doesn’t attract their attention.
  • Meaningful subheadings attract readers to more dense paragraphs. Clever subheadings are more likely to make them look elsewhere on the screen.
  • Half the word count is recommended for online writing, so you should stick to the point and be economical with your words.
  • Online readers want action and are trying to accomplish some kind goal. They are often not looking for reading material.

General Rules for Formatting Web Content

  • Use headings and subheadings to break up long articles. This will help people skim. You should be able to break up your article into an outline of headings and subheadings that would make sense to people, and avoid “clever” headings that don’t offer much insight into what’s under them. Here’s an example of an article outline that easily converts into scannable subheadings:
    • Tax Credits for Cleaner Energy
      • Income Tax Incentives
      • Property Tax Incentives
      • Sales Tax Incentives
      • Rebate Programs
      • Use Your Voice: Ask for More (source)
  • Use introductory paragraphs that summarize your message. People are more likely to read the introduction to an article than any other part. The introduction should appear at the beginning of the article in a larger heading format.
    • Example: With a solar water heater, you’ll get the hot water your household needs while saving money and energy and reducing your dependence on coal-fired power. (source)
  • Write backwards in an inverted pyramid, like how newspapers are written. This is one way to get your message to users who are not likely to read the whole page.
  • Use action language for lead-in links. Examples:
    • Bob Allen and Lyle Rudensey say they’ll never go back to relying on a conventional water heater. Find out why »
    • Get a free I Shop Fair Trade tote bag when you join today »
    • In seven simple steps you can cut your carbon emissions by 4660 pounds. Take action » (source)
  • Avoid using full URLs in your copy. URLs are likely to cause formatting problems on web pages. There are some cases where you want to use a short URL for branding. For example:
    • DO: Check out the 2005 Fair Trade Trends Report.
    • DON’T: To check out the 2005 Fair Trade Trends Report, go to http://www.fairtradefederation.com/research/trends/2005/index.htm.
    • DO for branding purposes when necessary: Visit www.GreenPages.org for the nation’s only directory of screened and approved green businesses.
  • Only links should look like links, so don’t use blue text or underlined text on anything that isn’t a link.
  • Warn readers about PDF links and other downloads. Here’s one way to do it:
    • 2005 Social Investing Trends Report (PDF download)

General Writing Considerations

These considerations are not specific to the web, but can make a big difference when you’re writing for the web.

  • Know your goal. You should know whether you want the reader to buy a solar water heater, subscribe to an email newsletter, or start telling their friends about green energy alternatives. Maybe you want the reader to do all of these things. Be persuasive.
  • Plan your writing. Writing an outline is an excellent way to start writing an article for the web. This can help you ensure that you’re writing a scannable article, not an essay.
  • Be concise. Word economy is important on the internet, where users are looking for results, not reading material.
  • Revise. Be sure you’re keeping your paragraphs short and down to one idea. Avoid long sentences that are hard to scan. Drop unnecessary words. Consider making long pages into multiple pages. Spell check. Proofread and fact-check. And so on …
  • Give the reader next steps. You can give the reader more than one thing to do after they’re done reading your page. At the end, you can even give them a list of things to do, like this:
    • Learn more …
      • Get our free email newsletter »
      • Find everyday green living tips in the Real Money newsletter »
      • Check out our list of ten things to never buy again »
      • Support our work by joining Co-op America »
  • Readers loves lists. Popular examples:
    • 10 Things to Never Buy Again
    • 6 Steps to Renewable Energy in Your Home
    • 1,000 Places to See Before You Die
  • Write for the audience. People on the internet usually read at a high school level. Unless you know otherwise, you should write to a 10th – 12th grade level.

Considerations for Search Engines

Write for humans and robots, too. You will be rewarded by better search engine positioning for your page, which means more people will find it. Here are a few ways to keep this in mind:

  • Specify page titles for each page. They should be descriptive and useful and include the kinds of keywords you want to be associated with your page.
  • Use intros, headings, and subheads. These should also contain the kind of keywords that are relevant to your article.
  • Create relevant link copy. Search engines analyze this text when ranking pages.
    • DO: Find organic clothes in the Green Pages
    • DON’T: Find it here

Sources and Further Resources

Sources

Resources and Tips