When writing for the web, it is essential to understand that it is completely different when writing for print.

The North East Regional Portal (TNERP) chief executive Norma Foster explains the differences and looks at ways to create good content for the web…

People who use the web do not behave like people reading a printed book or magazine.

They are usually looking for specific information, which makes it unlikely that they are searching for the pleasure of a good read.

The online reader tends to skim the text rather than read it word for word, jump from page to page, and expect rapid results.

This means they are unlikely to have patience to wade through masses of text to find the one piece of information they are seeking.

Browsers scan for information and may print it off to read it later. If the language is complicated or the site is difficult to navigate, they will go elsewhere.

Web readers rarely double back on themselves; as soon as they feel that they have lost the thread of what they are trying to find, they will shift to another website.

So it is essential to ensure that website copy is clear and well written to attract readers and encourage them to come back.

The following tips will help you create good content for the web.

Keep it simple

You need to have three things clear in your mind - why you are writing, who you are writing for and what you are writing about.

On the web, as everywhere else, good writing aims to achieve utmost clarity and consistency.

So think what you want to say, then say it as simply as possible.

Write tight

Web pages need to be concise and to-the-point.

Spend time digesting the information you have to put across before you write anything.

Plan what you are going to say and what isn’t necessary.

Most people find reading online quite tiring.

For this reason, you need to break up what you have to say into short chunks.

Your sentences should be shorter than normal too.

Put conclusions at the beginning

Think of an inverted pyramid when you write.

Get to the point in the first paragraph and then expand upon it.

Use action words

Tell your readers what to do and avoid the passive voice.

Include sub-headings

Sub-headings make the text easier to scan.

Readers will move to the section of the document that is most useful for them, and these cues make it easier for them to do this.

Without fail

Proofread your work.

Typos and spelling errors will send people away from your pages.

Make sure you proofread everything.

Valuable content is not only essential for search engine results, it is also essential for keeping a visitor beyond the first few seconds and can make the difference when making an online sale.

Following these golden rules will help reach this goal.

Relevant links

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