How to write for the web
Writing for the web is a task I’m fairly engaged with daily through my job as a UX designer. I’ve spent several years on numerous design projects learning first-hand, the differences between writing for the web versus writing for print. From my background as a graphic designer, I’ve been heavily involved with both at some time or another in my career. And not only do I work in design, I like to write about it too.
Other than reading books, manuals or magazines, most of what we read nowadays is found online, and knowing how to write for online purposes is based on knowing how your online users will read your content.
A Writing for the Web workshop I took part in some years ago opened my mind and helped me to explore and understand the significant yet simple differences between writing for blogs and online content versus writing for printed copy. I’ve been able to apply these ideas and improvements to my work and have gained a higher comprehension of writing for websites and online purposes. That said, here’s a few simple concepts to follow that could make your online writing more enjoyable for your readers:
Engaging content
In an online environment, users are normally engaged very quickly and generally want to navigate around the web to get things done fast. For these reasons, the web is an active medium. The web also presents us with a contrasting style to the two different types of media; online and print, meaning they both require alternative approaches when writing content.
To an average user, the differences between the two forms of media may not seem too dissimilar, but they both require a few alternative methods.
With the wealth of blog posts, articles and news online today, many readers may only scan an article, I often scan content to see how relevant it is to me. By including relevant and catchy titles, bold text and quotes, your readers will quickly discover if the article is worth reading. Content should be engaging no less, and breaking large text sections up into smaller bite-size sections or bullet points, is a key technique in helping readers digest. Nobody wants to spend large quantities of time with their eyes scanning a bright computer screen, so make it as easy to read as possible.
Layout
The structure and layout of print and web have many differences. Take a look at a printed publication such as a newspaper articles, they contain more comprehensive and detailed content that is read by a user at a much slower pace. Often, content written like this online will slow the user down and prevent them from getting to the point; a user could give up reading altogether when faced with this level of detail. Another issue to consider is screen size. With more and more people accessing blogs and websites via their mobile phones and tablets, you must evaluate if your readers will be likely to read content on a desktop computer or mobile screen, or even both. Consider how your writing will appear. By keeping paragraphs short and succinct, it will come across as far more readable.
SEO
Online, your headline and titles are important, they should contain your keywords as these are important for your search engine optimisation (SEO). The headline should be specific in communicating instantly to your users what your article or text is about. It should aim to provide a user with enough detail to let them predict what they are going to be reading when they click on the link.
Similarly, your main content is just as important. When writing for the web, your content is searchable, you should aim to incorporate high volume and low competition keywords to improve your ranking while still keeping the human reader in mind. If there are specific keywords you wish people to search on, then make sure to include these within your content.
Word count
Online, you may find that users want to be provided with a concise overview of what would be a lot more specific and clearer than printed material. Online content should ideally be kept brief and to the point, it is possible to still write an informed and well researched article without the word count amounting to many thousands. Word count for printed material will generally be a lot higher compared with online content.
Print language tends to be more formally structured; paragraphs will be longer and extensively constructed. Online it will appear more relaxed and easier to read. Online users won’t usually read in the same way as reading offline. On the web users will often scan a page in a less organised way, focusing on keywords and headers that draw their attention. In contrast, with print related material, you are able to control the user more; you can construct articles and stories in a well organised manner and know exactly how the user should read the content across the page.
“Print language tends to be more formally structured”
Key takeaways
These days I am predominately an online content writer, I often find that a conversational approach works best in this medium, it allows you to engage with users in a more personal and friendly way. Simple yet appealing language will always come across as more engaging and easier to read.
Every day I am continually discovering new and exciting ways to write copy for the web that allows me to connect with readers. Some of these quick ideas and tips I have shared above, and I hope they can be useful in helping you write successful and interesting online content.
I’d love to hear your thoughts on this topic, have you found the best way to write and connect with your readers? Feel free to leave a comment.
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Davina lives on the Mediterranean island of Malta where she works as a UX designer. Originally from the UK she has also lived in Barcelona. See some of her work here: www.davinaspriggs.com
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More posts from Davina
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