In last week’s article we introduced you to some of the differences between writing for the web and writing for print material. Consider these carefully and it will help you create effective copy for your website and articles that are easy for readers to understand. Here are some more tips:
Be aware that writing words using only capital letters gives the impression that you are shouting at your reader. Check that your grammar and spelling are correct. Inaccuracies can lead people to view your website as unprofessional and reflect badly on your business. Keep sentences short and to the point.
Use paragraphs and try to use one idea per paragraph so that the information remains clear and concise. The first sentence of each paragraph should give the reader an idea of what the paragraph will cover so that they know whether it is relevant to their needs and worth reading.
Avoid long blocks of text. Break the text up using headings and sub-headings. Remember that people want to find information quickly and efficiently. If you need to include lengthy pieces of information consider adding in a link that visitors can click if they do want to read more. Keep the most important information ‘above the fold’, that is in the part of the website that is immediately viewable when the person clicks onto the page. Test this out at different screen resolutions as different screen sizes show different amounts of information.
Finally, when writing articles, avoid using the past tense and it makes the content of the site appear old and dated.