Blog – The Architect’s Log

Writing for the web is not the same as writing for print and there are two main reasons: the web is a totally different and interactive medium and you have an additional audience – search engines!

Did you know it takes a user 20% longer to read text on a computer screen than on a piece of paper? Anyone know someone who prints out web pages just to read or better understand the content? It is simply harder on the eyes to read on-screen text and therefore, content needs to be quick, clean and to the point.

Web Writing and The Inverted Pyramid

Remember the typical term paper format? You start off with a thesis statement. Then comes a myriad of supporting details and finally, the conclusion. Well, flip that model upside down and you get the “Inverted Pyramid” method, typically used on the web. Impatient web site visitors want the conclusion first. They also scan page content, rather than reading word for word. If they don’t get the information they are looking for within the first or second paragraph, they move onto the next resource and away from your web site. You can keep visitors on your web site longer by providing them easy access to the information they seek.

Web Writing Tips:

• Tailor the content to your audience
• Be clear and concise
• Use plain English
• Use short sentences and paragraphs
• Use headlines to break up long paragraphs
• Use bold or italics to draw attention to important concepts
• Don’t underline text (underlining is reserved for links)
• Don’t indent paragraphs
• Start every page with a unique and explanatory headline
• Limit pages to one or two screens in length
• Put the most important and keyword dense information at the top of the page
• Copy should have a sales spin and include a “call to action”

Common Web Writing Mistakes:

• Repurposing your print copy on your web site
• Not understanding your target market
• Writing your own web content (Your mom may love it, but will it relate to your customers?)
• Using overly detailed copy (You probably understand it, but will anyone else?)
• Misusing search engine optimization techniques
• Hiding text either in the code, or by using white text on a white background, for example (This is not an effective SEO technique.)
• Writing too much for search engines – there needs to be a complementary balance (Heavy SEO writing will alienate your visitors.)

Need a review of your content or help writing it? Head on over to our Content Development page or contact us!

We also offer custom Content Development training. Find out more on our Speaking and Training page.

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