Writing for the Web Part I

Writing for the Web: Part I: Good Writing and Web Content

Writing for the Web means writing the content of websites.

Web content is similar to non-Web content in that it must also conform to the principles of good writing. However, Web content needs to attend to certain other issues, which we will discuss after setting the context.

What is good writing?

Broadly, good writing involves:

• Deciding on the purpose of the writing before you start. What message do you want to convey through the writing? For example, you might want to convey the message that the reader should buy your product because it is made from recycled materials and is not only less expensive but also helps control the problem of pollution
• Listing the points you want to use for conveying the message, and arranging them in a sequence that builds the message step by step in a natural order. A bland statement that you use recycled materials that is less expensive and avoids pollution will not carry sufficient force. It is when you add details and arrange them well that your message becomes convincing
• Writing a draft and reviewing it, to check that the message comes through
• Revising the draft until you are satisfied that the message comes out clearly and naturally
• A final check to ensure that the grammar and spelling are correct

Writing for the Web involves something more than just good writing as outlined above. For example, Web pages require to be optimized for search engines. Before we look at these, let us get a clear idea of the environment in which Web pages function.

Types of Web Content

Most websites out there seek to sell some product or service. We focus primarily on this type of website even though several of the points discussed are applicable to all kinds of websites.

A sales website has three major types of pages:

• Sales and landing pages that try to close the sale by persuading the customer that the product or service would meet his or her needs and is excellent value for money
• Information pages that try to create a sense of confidence in the buyer's mind that you know what you are talking about and that you are a trustworthy person
• Incidental pages such as About Us, Contact Us and Privacy Policy

There would also be a "Home" page that introduces the website, and indicates where you can find what you are looking for. We include this page under the second category above. In the case of single page sites, the home page can also be the sales page.

The Web Site

Before we look at the significance and best practices for writing the different kinds of pages, we will look at the big picture of the whole website.

A website has several elements. In addition to its content, a website has a layout, a hierarchical structure and a navigation scheme. The content itself must be planned in a way that facilitates achievement of the website's purpose. The website as a whole has a distinct purpose, such as selling a product or building a company's brand.

You need a clear idea of the website structure before you will be able to appreciate the significance of certain points that we make.

We look at the website elements in the second part of this article on writing for the Web.

Writing for web Part 1 | Part II | Part III | Part IV | Part V