Writing for the Web

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--- Writing for the Web ---

If you look at various web sites, you will find a broad range of writing styles, the following describe some of the more common types of web writing:

	"Shovelware" - text is ported directly from print products to the web page.
	"Minimalist" - simple, very short bullets.
	"Traditional" - writing is similar to that found in print publications.
	"Graphic" - extensive use of pictures and icons to tell the story.
	"Link/Text" - pages filled with links leading to pages with text.
	"Popup" - text with links to popup windows to define, clarify, etc..

	Be brief and succinct: web content should be 50% of the text for a print publication.
	Scannability: avoid long continuous blocks of text; use short paragraphs, bullets, and subheadings.
	Use hypertext: break up long sets of information into page sections (via bookmark tags) or into multiple pages.
	Make your point in the beginning: use the first sentence (and even the first words) to make a point.
	Use plain language: be careful with metaphors (not everyone understands); be careful with humor (not everyone gets it); avoid pretentious and high-brow language (boring at a minimum, insulting for everyone else).
	Use headlines and titles to break up the page and bring focus to key points in the information.
	Avoid abbreviations, initials, and acronyms unless you explain them; the first use of an acronym should always have the meaning spelled out.

	Use a spell checker - 'nuff said (okay, enough said).
	Use a clean, simple writing style.
	Proofread everything at least twice, then again for good measure.
	Have others read your writing - be open to their opinions (i.e., encourage, accept, and use constructive criticism).
	Avoid all caps or all lower case.
	Avoid spaces to break up letters in words.

There are always reasons to not do what is recommended -- when you do, you should have a good reason, for example:

	If publishing text in the original source - don't rewrite unless you have a good reason (although summaries can be useful).
	Be careful when adding scannability elements to original source.
	When publishing to the web for "printing" (i.e., the intent is for the material to be printed rather than read), then skipping the above guidelines may be appropriate.

	Put most important point first.
	Main points should lead (first paragraph, first sentence, even first word).
	Use bullets to break up points.

If you are starting with source materials (e.g., pamphlets, brochures, memos, etc.)...

Decompose the source material by separating the material into chunks or objects that can be individually examined. You are looking for:

Key points

Ideas

Message

Information chunks will tend to be:

	Mutually exclusive (they stand alone).
	Collectively exhaustive in that they should cover everything important of the total point.

Examine and evaluate the information chunks.

Eliminate irrelevant materials.

Look for redundancy.

Determine the relationships or overall structure of the information in terms of:

	Network or hierarchical relationships (e.g., top-down).
	Sequential relationships (time)
	Geographic or spatial relationships.
	Concept maps can be used to illustrate relationships and make them easy to follow.

If you are starting from scratch...

Start writing/rewriting the new web material...consider two perspectives:

Use a checklist to assess your writing:

Completeness - covers all aspects of the idea or message.
Comprehensiveness - covers aspects to the appropriate depth of detail.
Easy to read - simple, uncomplicated sentence structure.
Clear - the material can only be read one way, avoid material that can interpreted differently.
Useful to the intended audience - those who are the targets of the information, get the message AND find it useful.
Succinct and to the point - short, concise and to the point.

Re-evaluate what you have written:

	Compare with the original source material - does it hold up?
	Consider the effectiveness and affectiveness - is it?
	Were writing goals achieved?

Rewrite until it is where you want it.