11/26/2008
As part of my job, I write for clients. I have an English degree and plenty of experience stringing together words. However, coming from a "traditional" writing background, it has been fascinating to see the differences I need to be aware of when writing for the web.
Internet has become a way of life. We can do our holiday shopping online, get our top news stories real-time, and even go grocery shopping without leaving our desk. Think about the generation that is growing up with these conveniences, and this concept of how things are done...
Here are some key points I've learned in trying to appeal to these internet surfers. May you find them useful!
- Web users scan: They don't come to a website to read every word - they come to find what they are looking for, as fast as possible. Give them an easy navigational path to follow.
- Know what you want to say: Then say it in as few well-chosen words as possible.
- A website is not a book: While having a good amount of relevant content is important for allowing users to find your site when they search, they are not expecting to read volumes of text on each page. Cut your content in half, and then in half again (as hard as this may be!).
- Organize content into manageable pieces: Make it easy for users to find what they are looking for fast enough that they don't get frustrated and look somewhere else.
- Use headings and bullets: Make your information interesting, accessible, and an easy read for people who want to "pick and choose."
- Talk to your users: Who are your users? Speak to them (not "about" them) and their needs in their own language. Make your website a welcoming personal experience, like a conversation. Then watch your user loyalty grow.