Three things writers know, and most people don't
- Good writing is hard work. It takes more time and effort to create a short sentence than a long, rambling one with the same meaning.
- Writing is really about removing words. Decide what to say, decide how to say it, then cut out every word you don't need.
- If you think you've written something clever, you probably haven't. Avoid emotional attachment to your words.
Get to the point and remove everything else
About 35 per cent of people in Western economies have low levels of literacy. In other words, many people have difficulty understanding what they read at the best of times.
And then, they read website content about 25 per cent more slowly than they read print.
In fact, most people don't really read web pages. They scan them.
If you bury important information in a block of text, or at the end of a long page, you're wasting your time.
Write for an audience of one
You might have an audience of millions, but every person reading your website does it alone.
Using a website is a personal experience. Write for one reader, not a market.
Write in first and second person. It's me, or us, talking to you.
Your readers are your visitors. Offer them the courtesy of a friendly style and useful information.
Web writing tips and techniques
Organise the structure of your website before you begin writing.
Only create content that you have time to review regularly and keep up to date.
Always get someone else to proof read your work.
Have one main idea, or topic, per page.
Ask these questions about the content of every page
- How does it meet the needs of readers?
- What will people know, or be able to do, after reading it?
- How does it help my organisation achieve its goals?
Write headings and subheadings that summarise what's underneath.
Put the most important information close to the top of the page.
Avoid jargon and acronyms, unless you know that every reader will understand.
Think short. Short words. Short sentences. Short paragraphs. While grammar and spelling are important, you are not writing an essay.
Use bullet points or bold type to help important points stand out, but don't overdo it.
Never underline for emphasis. On a web page, underlining means a link.
Never use italics. They are harder to read.
