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January
2012 |
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Writing for the Web: Same
or Different?
By Cherryl Jensen |
Is writing for the Web any different
than writing for print? Isn't good writing good writing no matter what
or whom you're writing for?
Yes. And yes.
Let's take the second question first. Good writing is good writing. No
matter what you're writing -- a newspaper article, a feature story, a
brochure, an advertisement or Web copy -- basic, good writing is a
prerequisite for you to communicate your business' message, for your
customers to get your message and, one hopes, purchase your products or
services. That means well-organized copy, clear sentences, and proper
spelling and grammar. It often means short, snappy copy that snags your
potential customer with the first paragraph or sentence or even word.
Unfortunately, good writing is sometimes
hard to find. More and more, in business copy, we see
incorrectly-spelled words, bad grammar and run-on sentences. Potential
customers often don't read beyond that initial paragraph or sentence.
The first step for any business writing -- including writing for the Web
-- is to have a skilled writer and/or a skilled editor. If you write your
own copy, as many of us do, make sure to have someone read it. Every
good writer needs a good editor.
Yet, writing for the Web is different in
some important ways than writing for print. It's a much more casual and
fluid environment. There are fewer "rules" and websites have the
potential of reaching a larger and more diverse audience than printed
material.
Whether you do it yourself or hire a writer and/or editor, here are some
tips on making the writing on your website more effective. Remember,
your website may be a potential customer's first contact with your
business. Make it count so it won't be the last.
| 1.
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Keep it
short. |
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It
takes longer and it's more difficult to read on a screen
than in print, and web users tend to be in a hurry. A
good rule of thumb is to write about 50% less text than
you would write for print. Many advise that the copy be
no longer than one full screen so the reader doesn't
have to scroll down to read all of your copy. |
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2. |
Write as though you're
talking to the reader -- professional yet casual. |
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Web
copy tends to be more casual than other types of
business writing. Pretend you're talking to a potential
customer over coffee or around a conference table. It's
important to know your audience, of course. Certain
websites, by the nature of the business, will be a
little more formal than others -- websites for banking,
for instance, or investment companies. |
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3. |
Use common, everyday
language. |
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Even
with more formal websites, it's important to communicate
in easy-to-understand language. Save the "inside
baseball" talk for more in-depth copy and/or one-on-one
communication. This in-depth copy can be used in printed
copy such as brochures and/or links on your website. |
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4. |
Use key words. |
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It's
pretty well known that website copy needs to contain key
words to get people to your site in the first place.
Yoga and writing, for instance, are two key words for
the website for my business: Samroha: Healing Through
Yoga and Writing. But it's also important to use key
words in the headlines and subheadings throughout the
copy. Web users are scanners and they're usually in
hurry. Key words throughout the copy make it easier for
them to go quickly to any section of the page or site. |
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5. |
Insert links for more
information. |
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If you want to provide
longer, in-depth information about your business, insert
links within the copy to direct those interested in
finding out more. |
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6. |
Good design is just as
important as good writing. |
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Your website writing may
be clear, enticing, lively and persuasive, but it likely
won't be read if the website is poorly designed. The
design needs to be attractive, clean, well-organized,
and appropriate for your business. Every good writer
appreciates a skilled, professional designer. |
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If you want to see if I follow my own advice, you can check out my
website at
http://ckjensen.net. And remember, rules are made to be broken,
but you need to know the rules first so you can break them knowledgeably
and purposefully. ~
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 About Cherryl
Cherryl Jensen, owner of CK Jensen
Communications, is a writer, editor, consultant
and writing workshop leader. She works with
businesses, non-profit organizations and
individuals. Cherryl has more than 30 years’
experience, including 14 years owning her own
business. She is a versatile and skilled writer,
a sensitive workshop leader and an organized and
perceptive consultant. Contact Cherryl at
603-357-8835 or
cjensen@ckjensen.net, or check out her
website at
www.ckjensen.net.
CK Jensen Communications
www.ckjensen.net
603-357-8835
ckjensen.net
samrohayoga.com |
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http://CharlesWorks.net
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Security -
Creating and Maintaining a Good Password
Every year a large number of computers are illegally accessed
because of weak passwords.
Here is a list of things you should NOT do with passwords:
|
● |
DO NOT
Share your password with ANYONE, even your IT or Help
Desk. |
|
● |
DO NOT
Write down your password on a sticky note placed
anywhere near your computer. Passwords should be kept in
a secure place at all times. |
|
● |
DO NOT
Use a normal word which can be found in a dictionary,
starting with or followed by only 2 numbers. |
|
● |
DO NOT
Use the names of people, places, pets, or other common
items that are linked back to you. |
|
● |
DO NOT
Use default passwords. |
|
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