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Writing for the

Web(how to follow the rules when the rules don’t exist)

elizabeth cawein

the challenges

•No real rules•Many different styles co-existing in one place•The way we use the Web dictates that it lends itself to a more conversational style. It gives people the tendency to want to DO THIS!!!!!

PLEASE DON’T DO THAT!!!!

And truthfully, there ARE rules. Like the generally accepted rule

that CAPSLOCK = yelling.

Only, really? Even that is changing.

the challenges

the challenges

The web allows for language to be more demonstrative.

Whereas in formal print writing you’d never do THIS to emphasize a point,

in Web writing, you might.

You might also italicize or bold.

So maybe it’s not accurate to say that there aren’t any rules.

It’s more like this.

the challenges

RulesLack

of rulesc

on

fusio

n

overcoming the confusion

First things first: Get to know your audience.

•Who are your readers? •What is the demographic? •What knowledge of your topic do they already have before arriving at your site?

overcoming the confusion

Now that you know who you’re writing for, establish a style and stick to it.

In this case, style refers to a few things.

• Jargon specific to your topic, industry or company• AP Style, Chicago, MLA• Tone and comprehension level

overcoming the confusion

Now that you’ve established your style, be consistent.

No matter your industry, whether you write copy for a major

corporate site or your own blog, consistency is the key

to establishing credibility and producing top notch web writing.

I’m not likely to spend too much time on a site riddled with errors.

•Read and re-read. It’s often much easier to spot errors in published works than it is in a draft – even when they’re both on a computer screen.

•The web allows you to publish and quickly edit if you do find anything amiss.

the editor’s red pen

How long is too long for the web?

some thoughts on length

Studies show that most people don’t read past the jump in a newspaper article. The same principles hold true with the web – if long-form writing is the goal of your site, you’ll have to grab your readers within the first few sentences.

If your goal is to be informative, consider condensing information and using bullet points – make the info easy to consume quickly while giving people the option to click to read more.

There’s always a way to give your writing a little SEO treatment.

the search engines

•Consider key words when you write•Tag, tag, tag•Use alt tags on images•Use title tags on links

the end

• Know your audience• Develop style

• Keep it consistent• Edit, edit, edit

Questions?

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Tips for Blog Writinghttp://website101.com/social-media/how-write-blog-writing/ Blog Writinghttp://www.problogger.net/battling-bloggers-block/ Tips for Battling Bloggers Block

Tips for Corporate Copywritinghttp://www.copyblogger.com/copywriting-101/ Copywriting 101http://www.copyblogger.com/seo-copywriting/ SEO writing