But there is a new kid on the block: web writing. Web writing
is any writing designed to be posted on an intra-/internet.
Many people believe web writing is just another way to deliver a message.
They don't understand it's a new medium, where the old rules of writing, marketing and
social etiquette no longer apply.
Why?
Reading from a computer screen is difficult. It takes people 25% longer to
get the message. This is probably why 79% of cyber readers scan their messages instead of
reading word for word.
There are four major challenges facing web writers
Appearance. What looks good on paper rarely looks good
on a computer screen.
Tone. Computer screens do not communicate voice
inflections or facial gestures. Readers use their own internal voices to understand a
message; they can easily misinterpret your tone.
Organization. People read with themselves in mind. If
you can't quickly deliver a reason for them to buy-in, you won't get read.
Correctness. It's even more important that spelling and
grammar be correct because your readers could potentially number in the thousands.
Here are a few tips for web writers:
Highlight key words (colour or hyperlinks will help)
Put key points in subheads
Use bulleted lists
Use the inverted-pyramid style of journalism writing
Remember to check spelling and grammar
Keep the tone warm; avoid pretentious words and phrases
Use only half the words you would use in hard copy writing
Like it or not, technology has given us a new writing form. If you are
building—or adding content to—a website, and you want a success story, you must
have online savvy.
©2002, Jane Watson is dedicated to advancing business communications. She
is a consultant, author, keynoter and trainer and can be reached at
jane@jwatsonassociates.com or (905) 820-9909. |
