Writers are chameleons. We are experts at changing our colors (a.k.a. writing styles) to fit the needs of our audiences, the purpose of the communication, and the delivery method or medium. Although it goes against the grain of the single sourcing trend, when it comes to writing styles, one style does NOT fit all. Whether it is a user’s manual, training manual, on-line help, newsletter, brochure, advertisement, direct mail piece, white paper, or any other type of document, we realize that what we say, how we say it, and how we present the information need to be adjusted to fit the requirements of the communication.

With the advent of the World Wide Web several years ago, we were called upon to write copy for Web sites. Presented with this challenge, we knew that we didn’t need to invent anything new. We did what comes naturally—we tweaked techniques that had worked well for print copy and adjusted our writing styles and formats to fit the requirements of this new medium.

So what tried-and-true “colors” are Web copy developers donning and adapting as we write for the Internet, intranet, and extranet? Here are three Web writing techniques to consider. . .

 
  • Writing even shorter sentences and smaller information chunks. Concise writing has always been important, but saying more in fewer words is even more critical on the Web. Web users have an urgent need to know and tire quickly. If they have to wade through heavy text to find what they want, they simply will not bother. Accordingly, paragraphs must be short and focused on one idea. The first few words in a paragraph need to catch the readers’ attention, or they may opt out before they see the additional ideas in that paragraph.

  • Making text more scannable. Few users read Web pages word by word or from the top of the page to the bottom. Instead, they scan the page to pick out individual words and sentences that interest them. This means writers need to use highlighted key words, meaningful headings and subheadings, bulleted lists, and other techniques that make it easy for readers to find what they want at a glance.

  • Providing a clear hierarchy. Web readers need good road maps so that they will arrive at their desired destination rapidly, find what they need, and move on. Navigation buttons arranged according to order of importance or another logical hierarchy help readers determine which information is the most critical and where to go first. Placing the most important information on the screen “above the scroll” gives that information a higher profile and invites the reader to “read me first.” The use of the inverted pyramid style in which the most important information is presented first allows them to find the main point quickly and then continue to read until the need to know has been met.

With Web writing as with any other medium, we write for our readers’ sake, not for our own. We work hard so our readers don’t have to. Whereas poor writing on the Web or any place else attracts attention (even though it is negative), good writing is often invisible. We barely notice it. Like the chameleon that skillfully changes its colors to blend in with its surroundings, we need the willingness and the skills to adapt our writing style to fit our environment. Our survival, like the chameleon’s, depends on it.

Cheryl S. Drake
Business & Technical Communications LLC