Writing for the Web Tips

by Ivan Walsh on January 16, 2006

Writing for the Web requires new a different approach to the writing process. Before you start writing web content, try to understand the basics of information architecture and how navigation systems work.

On the web, write in small digestible chucks, which fit into the information hierarchy. To create your hierarchy, outline the website as you would for printed material.

Then examine the site’s purpose and outline the main sections (e.g. words people use to navigate) and the links within those heads. Test it before it goes online.

You can do this by writing the heads and links on Post-IT sticky notes and put them on a chart. Show the chart to sample users. Ask them how to get from one section to another.
Next, run a usability test.

  • Put the outline of each webpage on a sheet of paper.
  • Stack the pages and, sitting next to the user, hold up the pages.
  • Tell them what to find and ask them to “click” the headings to get there.

If they choose the right pages then continue; otherwise go back and make notes.

Don’t give any hints or clues on how to navigate. Sit back and watch. You’ll be amazed how their approach differs from what you had expected. Make notes for later revisions. This paper model helps you see how people navigate through the site.

By writing concise, descriptive headings, you will lead users to the content that they are seeking.
For example, do visitors expect to find phone numbers, under “Who we are” or “Contact us”?

On the web, one page on print media requires two or three screens. As readers scan text on the Web:

  • Write short paragraphs
  • Use bulleted lists rather than narratives
  • Write one subhead for each idea.

Planning is 80 percent of the work. Once you’ve created a good outline, the writing will have more impact.

Regards,
Ivan

PS – If web writing really interests you, I can highly recommend “Hot Text: Web Writing That Works” By Jonathan Price and Lisa Price

Based on research into attention, attitude, cognition, interface, reading, and usability, this book tells you how to write for the Internet – FAQ’s, help, e-mail, marketing copy, press releases, news articles, electronic newsletters, web articles, and your own resume. Read More Here!


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  • Purple_Lavender

    I wanted to Ask Ivan a question about certification for grant writers and did not know the proper forum to do so. I have written two grants and am seeking additional training. I do not expect employers to hire me unless I have “proof” that I can deliver. Just as some employers would not hire you if you do not have a degree, I think that the certification process offers similiar equivalent experience.

    I have tried asking “experienced grant writers” in other forums and there was a certain level of hostility in their responses towards my questions about certification. The fact of the matter is that I want to be able to apply for employment and enter the grant writing profession with some sort of credentials due my lack of experience. Is this hostility a result of fear because they are afraid that they will be forced to become certified to compete in the market? I have wanted to be a writer my entire life. I recently completed my BA degree in Environmental Studies and would like to obtain employment in the development department of an organization but I do not have specific experience in this field, [I have completed an internship where I wrote two grants]. Although I have in excess of fifteen years of corporate experience as a project manager, I feel that being able to state that you are a certified grant writer on your resume will provide a potential employer with confidence that you have the necessary skills to successfully write grants.

    There are certain associations, such as the American Grant Writers Association that are now offering training and certification in grant writing through a comprehensive training course [6 days] followed by a certification test. All of the “professional grant writers’ have balked at the prospect of establishing a certification process, yet I feel that it establishes one’s credibility and is a worthwhile endeavor. Does Ivan have any thoughts on the value and/or need for a formal certification program for grant writers? Does anyone have a positive opinion about certification?

    Finally, has anyone taken the certification exam offered by the American Grant Writers Asssociation? They claim to have certified over 800 grant writers. Their program is approximately $700 including testing fees. They are authorized to offer Continuing Education Credits [CEUS}. What does that really mean in the scheme of things? Does that provide them with more credibility? Ivan what do you think about this matter?

    Many other professions, such as Project Managers have credible certification programs that employers are beginning to demand when hiring project managers. Do you think potential full time employers will consider this as a positive marketable skill that may give you the edge over other candidates or will one’s lack of actual experience be considered more so than certification? I realize that you may learn some things by just doing them but if you are just beginning your career in the field, wouldn’t formal training in grant writing be something considered in a positive light versus learning on the job? Can’t we equate this to learning a specific skill in a college environment?

    Any other thoughts on this matter? Thank you for your time and kind attention.

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