Principles of writing for the web

While web copywriting should adhere to all the general rules above, there are

some added technical and stylistic rules that apply to online text. One of the most

important things to remember is that web readers are active participants rather

than simply passive readers. They will click links, navigate to new pages, multitask

when browsing, open multiple tabs and so on. They will not read a web page

from start to finish, but rather create their own journey through it. This is one

of the reasons why creating a user experience is so important (as you learned in

chapter 2) and why writing for readability is crucial. Keeping their attention is very

difficult, and your approach to writing for the web must take this into account.

Keep web copy short and simple. The quicker and more directly you can make

your point, the better. Put the most important information prominently at the

top so that it appears above the fold of the website (the part of the website

that is visible without scrolling down). Break your copy up into short, readable

paragraphs – this creates space and makes it easier to read. Above all, make sure

you preserve a no-nonsense approach to your brand and product; web users will

see through your marketing rhetoric easily and will mistrust your message.

• Wrong: If you have ever had the problem of not being able to access your

email on your cellphone, maybe you should consider trying out our product sometime.

• Right: Can’t access email on your cellphone? Download our product now.

Be genuine and honest. Your writing must reflect the credibility of your brand, and

must be genuine so that readers feel a personal connection through the impersonal

online medium. Always write accurately and honestly about your product; readers

will immediately notice when your writing is hype rather than genuine enthusiasm.

Avoid exaggerated words and clichéd “marketing speak”; web readers expect

content to be frank, clear and true, and any indication that this may not be the

case will drive them away. A good way to come across as genuine is to adopt a

friendly, open and unassuming tone.

• Wrong: Our unbelievable time management product will promote absolute

synergy throughout every aspect of your business! You will get 100% more

productivity instantly!

• Right: Our time management product will help your employees work together

more efficiently. Previous customers have reported a 20% increase in

productivity after the first month.

Focus on headlines, leads and captions. Often, you concentrate so much on the

main body of text that you overlook the “little extras” like the headline, the lead

(the introductory line) and captions for your images. Don’t ignore these elements.

The headline is the most important piece of writing on the page because that is

what draws a person to read your content – or not. Try to keep the headline both

as short and as specific as possible.