How To Write Content For The Web Audience

Appeal to Peoples Good Emotions

Try to avoid writing about the negative aspects of procedures. Provide good, objective information, but also highlight the benefits to the user. Appeal to their emotions. For example, if you are writing about dental implants, dont focus on the long, painful, and expensive process. This could turn off the user. Instead, its a good idea to talk about the many benefits improved appearance, restored functionality, better hygiene, etc.

Be Aware of your Audience

Be aware of how quickly you can turn off a user with the wording you use. If you are writing a car accident section for a personal injury site, dont take a light and airy approach. The user may have just lost a loved one to the accident, so be aware of their feelings. If you are writing a cosmetic dentistry site, it may not be a good idea to write, If you have an unattractive or unsightly smile This could offend the user, and cause them to leave the site. Again, focus on the benefits and reassure the user. Make them feel comfortable in contacting the practice or law firm for help.

Web Writing

According to a study completed by Jakob Nielson, the majority of people scan web pages looking for specific information instead of reading word for word. The results of the study found that 79 percent of users scan any new page they come across, and only 16 percent read the entire page. As people scan web pages, they pick out individual words and sentences. Writing to accommodate this method of reading will allow the maximum amount of readers to gain the information included on the page.

Include Important Info on All Web Pages

Remember the unique structure of the Web. Just because Internet information is often conveyed in words and pictures, doesnt mean people read Web content like they read the content of a book or even a magazine. Since you can enter a site on any given page, every page should be written as if the user has not seen the rest of the site. Many users will only visit one page of the site, and they rarely read pages in sequence.

Links

Although the ability to link documents is one of the advantages of putting information on the web, the misuse of links is perhaps the most common failure of web authors. Used effectively, links can supplement a narrative by providing background information, reinforcing concepts, and adding detail. Used poorly, links disrupt narrative flow in several ways:

Confusing links that dont accurately reflect where the user is going
The link does not make sense in the context in which it is used.

Colored and underlined links pull the eye by disrupting the uniformity of the text block. If you place a link within a paragraph, the user's eye will be drawn to the link. Many users will click on that link directly without ever reading the text that forms its context.