Write Better Web Content
Copyright 2004 Nancy Jackson
If you’re reading this article, chances are that you, like
most professionals these days, understand the value of the
Internet. It may be where you go to buy movie or concert
tickets, browse restaurant menus, or plan your vacations.
Most likely, you also turn to the Web to research business
strategies, vendors and other companies.
But what about those surfers who are researching your
company? When they visit your Web site, will they find what
they’re looking for? Does your site provide the information
they need in an interesting format that will keep them
there long enough to convince them to do business with you?
While an attractive, professional-looking site is an
important start, content is king. (What else would you
expect from a copywriter?) But seriously, your site will
never be truly effective without well-written content that
answers visitors’ questions and creates enough interest to
keep them coming back.
So how do you create effective content for the Web? It may
be easier than you think. With all the bad writing out
there on the Internet, even minimal effort can help set
yours apart. Here’s a start: Good Web content can always be
described by these four adjectives.
1. Consistent. There’s nothing like inconsistency to make
your Web site appear amateurish. Some businesses spell
their own company names two or three different ways right
on the home page. If your company name is written in all
lower-case letters or with unique spacing, be sure you
write it the same way every time. But don’t stop there;
strive for consistency in all your content — from the use
of abbreviations, fonts and numerals to the tone, style and
voice of your copy. Having one person write all the content
helps keep it consistent, but when this isn’t possible, at
least try to have one person serve as editor. If several
people are contributing to your site, develop a style guide
to inform them of your rules for consistent content.
2. Clear. As in all writing, the goal of Web content is to
communicate with an audience, and clarity is essential. Try
reading your copy aloud before posting; hearing it out loud
can help you determine whether it all makes sense. If
possible, have one or two others read copy before posting
it to the Web — and if your subject matter is technical or
complicated, consider using an outside editor to help
eliminate techno-speak.
3. Casual. The nature of the Web is more informal than many
other marketing venues, so make sure your copy fits the
medium. Your Web content should probably be more
conversational than your traditional brochure or company
presentation, and because many readers scan Web copy rather
than reading it word for word, subheadings and bullets are
helpful. In most cases, Web content should also be brief,
making your points quickly without losing readers’
attention. However, many effective sites contain brief copy
on the front pages with more detailed information available
through additional links, which works to keep the attention
of the general readership while offering more for those who
want it.
4. Correct. Don’t confuse “casual” with “sloppy,” however.
Correctness is still important, even on the Web, and errors
in spelling, grammar, or facts will give most readers a
negative impression of your company. Don’t just use spell
check; read and re-read your copy before posting it, and if
possible, get second opinions from those who know what
they’re doing. There’s nothing wrong with being a bad
speller, but there’s no excuse for refusing to double-check
your work.
About the Author:
Nancy Jackson, owner of The WriteShop, helps companies
better market their products and services with powerful
written communications including Web content, newsletters,
brochures and publications. Subscribe to her free monthly
newsletter at www.writeshoponline.com. |