
Writing for the Web
The web is a unique environment because readers scan web text looking for what they want and don’t read all of the content. It is different from reading a book in the library, on a Kindle or Nook gadget, or while laying on the beach in the sand. People search for keywords and content and make quick decisions whether to continue or bounce onto other sites. They often read on small, poorly lit screens and are distracted while sitting in noisy coffee houses or vehicles.
Most written documents are similar in structure: they include a title that catches the reader’s interest and describes the content; a first paragraph that tells what the work is about and that captivate the audience’s interest; a body which develops the ideas in the topic; and a conclusion which summarizes or recaps the points made in the introduction and the text. The conclusion also asks questions and calls for action on the part of the reader.
Get to the Point
Thus it’s important to write:
· Simple, clear, concise text that can be easily skimmed.
· Friendly, conversational passages.
· Short sentences and paragraphs.
· Headings and sub-headings that tell what the content is about and that capture the reader’s interest.
· Avoid technical language, foreign words, and unusual vernacular.
Using correct grammar, spelling, and syntax are as important on the internet as they are when writing articles, reports, and essays. Poorly written copy tells the reader that the writer is amateurish and unqualified. Using this Quick Style Guide as a reference will enhance your web writing as well as the myriad other manuscripts you pen.
Pictures Say it All
Pictures and images make text easily scanable, fun to read, and reduce the number of words. Include these in your web pages:
· Pictures.
· Graphs.
· Charts.
· Ordered and unordered lists.
· Animation and videos.
Links to other sites gives the reader more of what he or she is looking for. Make sure links and buttons can be effortlessly identified and used. When labeling links, don’t say Click Here for Discount. Instead, highlight the words in your sentences with your preferred color. Get your $20 Off Coupon now.
Well Designed Web Documents Hold the Reader’s Interest
Well-designed documents and web pages will keep the readers interest and draw their eyes through the material.
· Make the appearance of the pages pleasing to the eye.
· Be consistent in using headings, type sizes and styles, images, and formats from page to page of your site and from blog post to blog post.
· Pull quotes, textboxes, and sidebars add excitement.
· Make sure links and buttons are simple to use and identify. When visitors must frantically search for customer service or help links, they’ll quickly leave your site or company and do business elsewhere.
Search Engine Optimization Is the Key to Web Success
Search Engine Optimization is the use of keywords in titles, headings, and text to gain optimum recognition and positioning by web browsers. When the best keywords and phrases are used to describe web content, search engines recognize the text and place it towards the top of the browser screen. This results in more click-throughs to web pages. The listings towards the top of the window receive nearly all of the clicks and views from visitors and the ones on pages 2,3, 4 and on are rarely read.
If, for example, I search for Best Online Courses, I get entries in this category or those that are known to the browser to be Best Online Courses.

Please note that most browsers owners sell the space for the first ten listing to companies, so these entries are not a result of SEO, but of advertising dollars well spent.
To Maximize Search Optimization Place Keywords in:
· Titles and Subtitles.
· The first sentence and paragraph of documents.
· Scattered throughout the text.
· Restate them in the conclusion.
Avoid gimmicks and the overuse of keywords. Search engines are programmed to penalize or even ban sites that try to unfairly gain browser window positioning.
Give Your Passage Coherency
· Write an introduction that appeals to readers and tells them what the passage is about.
· Jump right into the main points of the story.
· Like a newspaper article, place the most important information in the first two to three paragraphs followed with the less important details.
· Write well-thought out passages moving quickly and logically from one idea to the next.
· Summarize the topic of the transcript and main ideas in the conclusion. Use the keywords that were placed in the title, sub-headings, and first paragraph.
· Most importantly, ask the reader to take action: Download the Quick Style Guide ebook, Join JobsNow!, Add to Shopping Cart.
Writing for the web is easy! When you compose in simple clear text and paragraphs, use images and lists, strategically place keywords, and write well thought content that moves quickly from idea to idea, you cannot fail. You’ll build a loyal following and sell your products and services.
Ken Wasil is a copywriter and writer. If you liked this article, check out his newest book, The Quick Style Guide for Writing for the Web and English Punctuation and Grammar. It will be available at www.amazon.com and most major ebook stores in September, 2017
He has written African Safari Bootcamp for Women, A Great Escape: Short Stories for Travelers, Mr. Thoreau Goes to Boston, and Rivers of Words. You can peruse his profile and books at www.amazon.com. Be sure to get the latest inspiration for writing, travel, and education at kenswriterscorner@wordpress.com
