Writing for the Web
Your website is a dynamic tool that should change frequently. New words are needed for every change, so do your best to make those words count. This is especially important for sites such as weblogs, wikis and sites containing news.
Your words should be interesting, exciting and convey the correct information.
- Be passionate
- Be persistent
- Be concise
- Be generous
- Be honest
- Be permanent
- Enjoy yourself
Be passionate
If you have a reason to write you'll convey the passion that will keep readers returning to your site. Tell readers why these things are important to you and they'll be waiting anxiously for the next instalment!
If you're selling a product or promoting an idea, you have to find a way to instil passion in the writing. If you can't find a way to capture that excitement, you won't excite others either.
You may have invented the most fantastic thing known to man but if you don't make it exciting, visitors to your site won't be the slightest bit interested.
If you're giving factual information (and not opinions), make sure the information is accurate so your readers will trust and believe you.
You may be writing for 10 people or 10 million people - your writing should capture people's imagination regardless of how large your audience.
Be honest so that you'll be proud for people to read what you've written whether they're your best friend, a relative, a colleague, an employee or even an employer.
Be persistent
It doesn't matter how much you write but you must write often, to give readers a reason to come to your page.
There are some sites I visit every few days that are particularly dynamic, and I would be very disappointed if there wasn't more for me to read there. A good example of this is Margo Kingston's Web Diary on the Sydney Morning Herald website.
If your site or page has a newsy focus it's even more important, so if you're going to be away for any reason it's a good idea to let readers know.
Even if you don't have time to write every day, put aside some time at regular intervals. If that's only half an hour every week then make sure you put aside that time every week. And make sure you spend that time writing so readers aren't disappointed.
Make notes and cut out news clippings for the times when you don't really have anything important to say. It might be an issue you feel strongly about or one that will impact many people's lives and you feel needs to be said.
Be concise
Make every word count, so read, revise and edit every time you write.
Limit your words to what is important - don't add points or paragraphs just to make your writing seem more than it is.
Wherever possible, use one word instead of several and it will still convey your intended meaning.
Make sure your choice of words convey the meaning you intended so that readers aren't confused about your intent.
Use visual features wisely so that they enhance the written word and don't detract from it.
Resist the temptation to add features such as animations, flash content and applets that might make your page slow to load, and antagonise readers.
Similarly, so if you include images, ensure they don't add unnecessary "weight" to your page.
Be generous
Acknowledge work done by others and respect their opinions even if they differ from yours.
Exchanging ideas will benefit you as well as other writers.
Be generous with information sharing.
Share links you find useful.
Don't ask owners of other sites to exchange links if that's all you're offering. Links without some qualification or reason are meaningless apart from increasing traffic.
I get frequent requests for reciprocal links. Most requests are clearly aimed at increasing website hits. Invariably when I visit the site there are many links to other sites that are in conflict with my own ethics and the image I want my site to convey.
Redgum Soaps is not just a soap company - we pride ourselves on being associated with other businesses whose ethics are similar and who are striving for a more sustainable world. Linking to sites associated with multinational drug companies won't achieve those goals.
To date, I've only approved around 5% of those requests.
Be honest
You're entitled to an opinion on your site but don't let a good story get in the way of the facts!
If you're writing is represented as fact, make sure your facts are correct.
Ask others if you're looking for information or resources to back up your ideas.
Don't tell untruths about rivals. It will only make your credentials less convincing. Rely on your own strengths without having to criticise others.
If you discover you were wrong about something, admit it. We're all human and shouldn't be afraid to admit our mistakes. You'll be far more respected especially if you're gracious about it. And the people whose opinions you disagreed with will be far more likely to remain worthwhile contributors.
Be Permanent
If you've gone to the trouble of writing especially over a long period, make sure your efforts are filed appropriately in a permanent location.
Try to ensure the locations won't change over time. Securing your own domain name will ensure that when companies go bust, or merge with others, your information will be in a secure location.
If you link to other sites, make sure those links are kept up to date. I periodically review the links on our own site and invariably I find that links have changed so it's quite a task to keep it up to date.
If you link from one of your articles to other works you've written, if you reorganise your filing system, make sure you update the links to reflect these changes.
Enjoy Yourself
Remember that this is meant to be enjoyable. Have fun!
If you see web writing as a chore, ask yourself why you're doing it.
If it does become a drudge, readers will see this in your writing.
Let your personality shine through. Don't try to adopt a "literary style" that isn't you.
Allowing your personality onto your page will allow readers to get to know you - not just your opinions and the information you share, but you as a whole person.
Information for this page was based on an article entitled "10 Tips on Writing the Living Web" written by Mark Bernstein. The full article can be found at http://www.alistapart.com/articles/writeliving/
