Writing for the Web

People read web sites differently then they read paper pubications. On the web, people visually scan for chuncks of useful information and link to and from related pages and sites. With this in mind, here are some key tips for writing effectively on the web.

General

• Get to the point. Start with the conclusion (see Inverted Pyramid diagram).

• Be yourself. Write conversationally.

• Write short, tight paragraphs.

• Stay on topic.

• Avoid unnecessary wordiness. Half the word count (or less) than conventional writing.

• Make your title attention grabbing and still descriptive.

• Preview your edits. Make sure mark-up and links work.

• Proof-read and spellcheck your work.

• Include many useful link references.

• Avoid "marketese" e.g. "hottest ever" and “leading edge”.

• Write for your audiences’ needs.

• Avoid hyperbole e.g. “My Web site has a zillion pages.”

• Check your facts and include links to support your claims.

• Remember your audience is global.

Write to be Scanned

• Chunk the information into bite-sized bits.

• Write meaningful headlines for each thought.

• Use bulleted lists or a table instead of narrative paragraphs.

• Use keywords in the title and introduction / abstract.

• Bold keywords throughout.

• Use action verbs, i.e. avoid flat verbs like: is, have, was.

• Make links describe their destination. Avoid the use of “click here”.

• Use one idea per paragraph

Editorial Style

• Establish a consistent writing style and use of terminology through-out your site.

• Decide on a common reference, e.g. The Canadian Oxford Compact Dictionary

• Recommend spellings: e-mail Web online Internet

• Avoid jargon and spell-out acronyms the first time used on each page.

Attribution Best Practices

• It's OK to link to any page on the net without requesting permission.

• Reposting anything more than a link and quoted paragraph requires getting the author’s permission.

• Use and recommend the use of Creative Commons licenses – these promote the easy distribution of great content. See http://creativecommons.org/