Writing for the web.

Writing for the web is not the same as writing for print articles. People tend to scan web documents looking for the high points or looking for a link to click that will take them to the high points. Here are a few strategies that will help keep your viewers from clicking away.

Content

  • Make sure the content is pertinant to the site.
  • Write content that is useful. Too many sites waste valuable screen space touting the features of their product rather than explaining the benefits. People search the web for solutions. Explain how your product will help the viewer.
  • Write from a personal point of view.

Style

  • Write tight, keep word count to a minimum. Remember, people scan web pages.
  • Use Headings. Summarize the article into one line.
  • Use subheadings to break up the text and to offer an overview to those who choose not to read the entire article.
  • Use italics to emphasize.
  • Use bold text sparingly.
  • Do not underline, unless the underlined words are links.
  • Use bulleted text.
  • Break up long expanses of text into smaller, linked pages.
  • Darker text on a light background reads easier than the reverse.

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