How To Write for the Web

How To Write for the Web
by Glenn White

The Scanning Reader

Writing for the Web is different than writing for print. The differences are slight but significant. First, people don’t really read online; they scan because of what is called the “flicker rate” of a computer monitor. This means people read 25% slower online than in print publications. What does this mean for you as a writer? It means you have to write differently to connect with readers.

Begin at the End

Writing for the Web is like good journalism. Use the old, "Who, What, Where, When, Why, and How" journalistic formula when you write for the web. This is called the inverted pyramid. Put your conclusion at the beginning and then write the details. The Web is a no-nonsense, grab-it-and-go, and give-it-to-me-now medium. You must connect with a reader immediately or you lose them.

Write Chunky

Since the reader is scanning rather than reading you must break your text down into bite size portions. You’ll notice this article has short, chunky segments. Each segment only needs 75 words or less. This opens up the white space surrounding the text and provides comfortable reading. Chunky writing takes some practice but it is quite easy. When you write chunky, create strong headlines and subheadings. Make your main points and move the reader along. Also, use short bulleted or numbered lists like this:

Bullets
Numbers

See how the text opens up and moves along?

The High Cs

There are four C words you need to know when writing for the Web.

Concise
Write tight. Keep it short. Eliminate unnecessary words.
Clear
Use precise words. Get specific and avoid generalizations.
Clean
Avoid excessive clutter in your writing. Pick up the litter of too many –ly words and put them in the wastebasket. Empty “that” into the dumpster unless you really, really want to keep it. Then only keep very few.
Credible
Write with honesty and integrity. Nothing is wrong with marketing but readers easily recognize slick, manipulative tactics even in the name of evangelism. Write from your heart and you will reach other hearts.

K.I.S.S.

Keep It Simple Saint! Write in easy-to-understand terms and your readers will love you for it. And they will keep reading what you write. Every writer needs a good vocabulary but it doesn’t mean it should be used to make readers feel unlearned or uneducated. Keep it simple, encourage your readers with short, clear, crisp writing and as a webwriter you will write to inspire!