First rule: Don’t confuse the reader. Well written content of your website is not only important to your visitors, but is also important for Search Engine Optimization (SEO).
Facts:
- Writing for the web is different
- People don’t use websites like they would a book or a brochure
- People don’t want to stare at a screen for too long, they scan the page
- People click out after 5 seconds if they don’t see what they need
- The content needs to be organized into short paragraphs with titles
KISS rules!
Keep It Short and Simple, organize your information
If you are preparing content for a larger website, you may consider organizing the flow of your information by drawing a flow chart. Chart the starting point of your subject (the main page) to the detail (the sub-page(s)). A chart will help to keep you focused. You can provide this chart to the web developer as a reference to the way you envisioned the site coming together.
How much text?
Writing web content is a process and should not be written and submitted in one go. Write your content, put it aside for a day, then re-read it, remove excess verbiage, edit or rewrite it; repeat as often as necessary.
If organizing the volume of information you want to publish seems overwhelming to you, it will be too much for your audience!
Remain accessible
Show how you can be contacted (phone numbers and email) clearly. A website is not a substitute for human contact with your audience. Commit to respond to email enquiries in a timely manner, potential clients will not wait long for answers, they will go somewhere else!
Using text styles
- Don’t use underline unless it represents a hyperlink!
- Use italics sparingly, it is harder to read
- Use bold effectively to highlight key points
- Use bulleted lists to improve scan readability