Writing for the Web

There are some special guidelines when writing for the web. If you have no experience you may choose to use our services.

• Be specific!
• Be crisp!
• Be aware that the browser is in charge!
• Think navigation!
• Keep it simple!
• Need Help?

Be specific!

The web - particularly a business site - is not a game. Your prospect wants to find a product and to find it right now!

Keep your prose simple and direct. Do not try and scene set before you identify and describe your product. Your customer already has a scene in their head.

Get to the point within about 800 characters or 150 words. Your Call to Action should always be above the fold - visible without having to scroll down. TOC

Be crisp!

Use the words your customers use. A web page should not be an exercise in English comprehension. Be pushy! Say why your product is better directly. TOC

Be aware that the browser is in charge!

The size of text is controlled by the browser - this is required by USA Accessability legislation (for the disabled). 

The size of the browser window pane is controlled by the user and by the physical size and resolution of the screen - you are not in control!

So keep the layout simple. Avoid tables unless quite small. Avoid alignment on the right. But use our 3rd column facility for testimonials, promos and pics of the staff. TOC

Think navigation!

Think through how your users will get to where they want to go. The golden rule here is "Don't make me think!". Where to go next should always be very obvious. Always offer a site Search. Use explicit embedded links in the text. Build these links into the language of the text itself. Avoid Click here.

Once the site is live look at the WebStats to see the patterns your visitors are actually using and look at the Exit pages to see where they are giving up. TOC

Keep it simple!

Keep it simple is the most important rule - can you say what you mean in a simpler way? Are you telling your visitors what they want to know? Does the screen not look too cluttered? TOC

Need Help?

We will read your drafts or copy-write for you at our usually fees. ($125 per hour plus GST) TOC