You would think, writing is the same no matter where you are. Not So! Technical writing, legal writing, novel writing, love writing and web writing all require you to associate with your reader. Although writing for the web is not much different than writing to a friend, there are some guidelines you should consider. The main objective is getting your message across using the least amount of words as possible. Be clear and to the point but in a natural tone. Here are a few tips that may help.
• Be comfortable . Write as you speak. The most natural way to write is how you talk. Think of writing like speaking to a friend and believe it or not, your writing will end up being more to the point, understandable, and appealing. Avoid using I, instead try using “We” or “They” and remember to use “You” when appropriate.
• Keep your Paragraphs short and tight. I know, sometimes being to the point doesn’t exactly feel like you wrote naturally. Just be comfortable and write it down – then, go back and edit so it says what you want using the fewest words possible. I had a creative writing teacher once dogged me unmercifully, Every time I turned in a piece, he would say, “great, reduce it by thirty percent”. Sometimes it was a real challenge but it’s not impossible. It may be hard at times, but it's a good rule to use when publishing on the web.
• Lump your Information Into small Bits. This is an important practice when writing for the web. In reality, people don't read -- they scan. People lose interest quickly and don’t like descriptions that seem to go on forever. They want to get right to the "good stuff." Examine your last writing and divide it into individual thoughts. Remember the rule of paragraphs. When the thought changes, so does the paragraph, encapsulate it. Try writing thoughts as enlightenments. Grab the readers attention with each paragraph. Save narrative paragraphs for your novel. Avoid them if possible when writing for the web. Reexamine your writing -- are you listing or providing information? If you are listing, try using a bullets or numbers to separate information. It's a lot easier to follow as well as easier on the eye.
How to write Headlines People Will Read
Look at a popular newspaper or magazine - pay attention to the headlines. What gets your attention; draws you in and makes you want to read a particular story?
What's the appeal? Here are a couple of ideas:
• Call for Action by using Action Verbs. Remember action verbs? Avoid using flat, going nowhere, verbs like is, have, was.
Remember the call to act? Nothing happens without action! Which sounds better - Our New Cars Are Here! – (blaw) or The Most Gas Conservative Cars Ever Built Are Reduced Priced For Today’s Sale. (Gotta have one)
• Grab Their Attention. A little creative writing, being playful or cleverness is ok as long as it's suitable for the web site. Your objective is to pull the reader into the conversation by using “Attention grabbing” statements. Which is more interesting? Go for a hike or Experience The Great Outdoors - Go Hiking
• Be Graphic. Divulge key elements of the story in your headline. Give the reader an introduction into what they can expect in the copy.
Which says more? “Fly United To California – Here’s How!” or “Experience The Thrill Of Seeing The Country By Air – Fly United.” or “You Can Be In California By Noon – Fly United.”
• Say it with flair! When you’re fighting for their attention, Slap them with a 2x4. Once you get their attention, keep them captivated. Pull them into the story with promises, visions or expectancy.
The most common mistakes to overcome in writing for the web is the pitfalls of grammatical mistakes. I know, write as you speak but watch your grammar is like talking to a five year old, but “watch your language”.
Preview Before Uploading. Check your pages using a spell checker and a good grammar checker.
• Spell-check Your Work. Get an HTML authoring tool like – HTML- Kit, which has a built-in spellchecker. It’s free and works great!
• Don’t Stop There. Most spellcheckers won't catch grammatical errors but if you watch with a critical eye, you can train yourself to catch these. And by the way, a mistake once in a while just shows you are human.
I could go on and on about which word or phrase to use in what application but what the heck, make it a labor of love not dread. Political Correctness on the Web is for Eggheads not us realistic dummies. Make it interesting, informative and relevant and you will get the point across and have them coming back for more.
Donald Yates, Former Director of Business and Leadership Development for Imperial Research , is now retired but continues to assist young people in engaging life through self discovery, Life course planning, intuitiveness and fulfillment. Learn how you can build a powerful organization of your own. See How To,
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