The Words are the Most Important Element
In the early days of the internet, too many people thought that the emphasis should be placed on design and techno-gimmicks¡ªthey made a mistake. When people first arrive at your site, it¡¯s the text that draws their attention. They read the words, the copy. They want to find out what your site is about, whether it meets their expectations.
*Keep text in mind when writing for the internet.
Rewrite Your Copy for the Web
Do not fall into the trap suffered by so many web sites out there, both large and small. Do not take text from your print materials and simply paste it into your site. It won¡¯t work!
People come to the web with very different expectations compared to when they read print. They are much more task oriented and they are usually looking and hoping for something in particular. They haven¡¯t come to your site to be ¡®sold to¡¯ or view pretty pictures. They have arrived with a task in mind.
When you are writing for the internet, write every web site headline and every line of text with the intention of HELPING your readers find what they want. Focus on usability and the business will follow.
You¡¯re Writing to Your Peers
Writing on the Internet can be tricky. Before you put pen to paper, understand that the web is unlike any other medium. Unlike TV, radio, and print, this is a shared space. The people we reach through our web sites are also writers and publishers online (through email, chat, discussion lists, weblogs and more).
This changes everything. When you are in a shared space, you are writing to your peers¡ªnot to some anonymous ¡®prospect¡¯ or couch potato. This means when you write for the Web, you need to write with respect.
When Writing for the Internet, You are Accountable
When you write for print you can make all kinds of claims, you can even stretch the truth. You shouldn¡¯t, but you can. Write like that online and you¡¯ll be found out and punished in a heartbeat. The web is a shared space. All your readers, customers, and prospects are connected.
If they have an experience they don¡¯t like, they will share their displeasure through forums, lists and shopping comparison sites.
*This approach to writing online is essential when writing for the internet.