Writing for the Web
Web Writing is Unique
Chapter 5 of Interact with Web Standards is written by Erin Anderson, Director of Creative Services at Brain Traffic, a "nationally renowned content strategy agency" (p. 59). This posting is a summary of chapter 5, "Writing for the Web." Throughout Anderson emphasizes the difference between print writing and writing for the web. Web writers have different concerns that stem from the unique characteristics of the internet. Anderson shows how web writing is a central factor in determining the overall quality of a user's experience.
Text Behind the Scenes
One aspect of web writing is the text you don't see. Alt tags and metadata are examples of this. A good web writer should always use alt tags to describe an image. Similary metadata stores keywords which describe the content of entire page. Not only does this improve the search engine ranking of the page but makes it more accessible to visually impaired web users who have tools that read the contents of web pages to them. This is also improves the experience for users who set their browsers to view text only.
Less is More
Anderson also says that less is usually more in web writing. It is important to write short concise statements beginning with meaningful verbs. For example, "Save more money. Shop SweetDealsNow.com." (p. 85) is a simple statement designed to catch the eyes of web users who are known to scan pages as opposed to reading in detail. It is also important to put text in shorter, readable, chunks instead of lengthy paragraphs. Readability is also enhanced by clear headings. Headings should be concise yet descriptive enough to link to exactly what the user is expecting. Because web users skim through copy to find what they want, they rely on headings to guide them to the correct information.
Plan for Change
Web writing is an evolving process. It is also important to plan for updates and to be fully aware of what is on the site. Web content, especially on large sites, should be divided into sections, each with a different owner. Anderson suggests creating a "content owner list" and a position called "executive web editor" to have the "final word on what goes on the website" (p. 88-89). This sets the tone for the website and promotes consistency and organization.
Tips of the Trade
Websites are usually created to add value to an organization and web writing is an essential component of a site's value. Anderson summarizes the keys to web writing in the "Top 10 Web Writing Tips" section of chapter 5 on page 83. Adhering to these tips, will surely increase the number positive experiences of users on an organization's website, thereby improving the overall image of that organization.
Chapter 5 of Interact with Web Standards is written by Erin Anderson, Director of Creative Services at Brain Traffic, a "nationally renowned content strategy agency" (p. 59). This posting is a summary of chapter 5, "Writing for the Web." Throughout Anderson emphasizes the difference between print writing and writing for the web. Web writers have different concerns that stem from the unique characteristics of the internet. Anderson shows how web writing is a central factor in determining the overall quality of a user's experience.
Text Behind the Scenes
One aspect of web writing is the text you don't see. Alt tags and metadata are examples of this. A good web writer should always use alt tags to describe an image. Similary metadata stores keywords which describe the content of entire page. Not only does this improve the search engine ranking of the page but makes it more accessible to visually impaired web users who have tools that read the contents of web pages to them. This is also improves the experience for users who set their browsers to view text only.
Less is More
Anderson also says that less is usually more in web writing. It is important to write short concise statements beginning with meaningful verbs. For example, "Save more money. Shop SweetDealsNow.com." (p. 85) is a simple statement designed to catch the eyes of web users who are known to scan pages as opposed to reading in detail. It is also important to put text in shorter, readable, chunks instead of lengthy paragraphs. Readability is also enhanced by clear headings. Headings should be concise yet descriptive enough to link to exactly what the user is expecting. Because web users skim through copy to find what they want, they rely on headings to guide them to the correct information.
Plan for Change
Web writing is an evolving process. It is also important to plan for updates and to be fully aware of what is on the site. Web content, especially on large sites, should be divided into sections, each with a different owner. Anderson suggests creating a "content owner list" and a position called "executive web editor" to have the "final word on what goes on the website" (p. 88-89). This sets the tone for the website and promotes consistency and organization.
Tips of the Trade
Websites are usually created to add value to an organization and web writing is an essential component of a site's value. Anderson summarizes the keys to web writing in the "Top 10 Web Writing Tips" section of chapter 5 on page 83. Adhering to these tips, will surely increase the number positive experiences of users on an organization's website, thereby improving the overall image of that organization.
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