What's the big deal about writing for the web?
I'm often asked, "What's the big deal about writing for the web?
Why shouldn't we use our regular writer, or put our brochure copy on the
site?"
Of course you CAN do that, but if you want to get the most out of your
web site, consider contracting the services of an experienced web copywriter.
This will help to avoid common problems and delays, and ensure that your
site is readable, functional and findable.
Having worked in a variety of roles in the internet industry since 1997,
I've been involved in the development of specific styles and conventions
for writing copy for the web. There are many factors that distinguish
web copy from print or other copy, including:
Internet
Technology: constantly changing
The web is still in its infancy; technological advances are happening
almost daily, offering both constraints and opportunities. To keep up
with the latest developments, I belong to specialist email lists for web
editors and content managers, and use the web daily in every aspect of
my life and work. I am able to advise on many technical issues and can
quickly access further technical support and information when I need it.
Knowing HTML and having managed big and small site developments from
start to finish means that I can communicate easily with developers on
issues of structure, navigation and layout. Speaking directly to developers
in their own language speeds up the process of formatting copy and avoids
misunderstandings.
Your Audience: how well do
you know them?
Your online audience may not be the exactly the same as your general
target audience, and they may be accessing the site in particular circumstances.
Before beginning to write your web copy, I work with you to identify who
will be reading this information and where, and what their needs are.
In the early days of the internet, we talked about the "three-click
rule" that assumed that users would give up if they didn't find what
they wanted after three clicks. But more recent surveys indicate that
users equate more clicks with more in-depth information, and that they
will use the amount and types of links in assessing the quality of a site.
Inspiring confidence in your online audience is vital, and nothing is
more off-putting than careless typos, grammatical errors, or copy that
has obviously been cut and pasted from print material. It's very easy
for users to leave your site.
Layout: what you see is not what
they see
The web is a dynamic medium, unlike the fixed medium of print. When
you publish a web page, many variables will affect the way your audience
sees it, such as their computer platform, screen resolution, choice of
browser, whether they are using a mobile phone, the
fonts installed on their machine and the size of their browser window.
The copy and design of a site need to work together to ensure the best
possible result across these variables.
Reading a screen isn't the same as turning the pages of a book or magazine:
people often don't read line by line or even word for word. Our eyes are
distracted by the other elements on the page - images, navigation, headlines,
advertising - so we tend to scan for relevant text. Headings, subheadings,
links and bullet points can all act as hooks for the eye that guide the
reader to key information, or - equally importantly - let them know that
this isn't what they are looking for.
Style: make it work for you
As with any writing project, the style of the copy should reflect the
nature of the subject - but there are also specific style standards on
the web. The directness of the web allows for a more conversational tone
than the same material in print. Friendly and readable copy can help to
keep users at your site and inspire confidence in the information you
are presenting.
I am familiar with the style of copy adopted by sites across many sectors,
and will be able to position your site accordingly. I write web (and print)
copy for large corporates, small businesses, educational institutions,
youth and children's sites, arts organisations and government departments.
Metadata: invisible helpers
As well as the text you see on this page, there is text within the HTML
code that serves specific functions. This "metadata" includes
descriptions and keywords for search engines, and information for screen-reading
software used by people with visual impairments. When writing your web
copy, I also write the metadata in a style consistent with the actual
page copy and ensure that the developers include it correctly.
Metadata is read by robots and spiders - automated programmes used by
search engines and directories to index the millions of pages that make
up the World Wide Web. Meaningful metadata that supports your copy is
key to having your site found among the millions.
Updating: make it a living site
One of the huge advantages of the web over print is that copy can be
instantly, fequently and easily updated at very little cost. It's important
to consider from the beginning how this updating is going to be managed,
as this may impact on how the copy is written. Will it be someone inhouse
who needs to be trained, or an external contractor? Is an automated or
semi-automated content management system an appropriate solution?
I am able to advise on these issues from the outset of the project, allowing
for adequate research, planning and training so that once live, your web
site continues to flourish. Regular updating will raise your site's ranking
with search engines and encourage repeat visits.
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