Writing for the Web
Writing good web content involves
- writing in a personal yet professional manner.
- writing less words with more meaning.
- writing to a targeted audience
- providing detailed information organised well
- writing that is optimised for search engines and use words that your target audience will use to find your product or service.
A company website must identify -
- niche market and products
- target audiences
- scope and purpose of website in the context of business strategy
Written content must be organised to be read quickly . Use of bold titles, bullets, link navigation to direct users to specific areas of interest. See Website Usability
Most importantly web content must engage the reader. It must make a connection.
Brochure websites fail
To simply convert a company brochure into a web site, will not engage the reader, who can very easily click to a more interesting site. No one really wants to read hype or general information.The internet consumer needs to know why they should buy your product or service. They need to know what makes your company unique.
Brochures are not written like websites and do not incorporate link navigation. Too many websites are no more than electronic brochures that nobody reads. The language used on websites is unique because it is informative but friendly and there is a sense that you are somehow connected to the writer. A brochure will tell you that you need to buy a product but a web site will tell you why.
Website content - detailed, informative and up to date
Surprisingly many web sites do not make use of the ability to provide useful detailed product information and pictures. It seems that many companies think that having a domain name and general information about their company is enough to say that they have a web presence. Too much time is spent on flash and graphics and too little time is spent on content. This is because many web designers are graphic artists, whose work is dependent on people buying artistic sites and they are not concerned with whether the client actually benefits from the Internet in any way.
Content is what separates good from bad web sites. Web sites are not like works of art and people do not spend time taking in the artistic value of your art work. Any pictures or artwork should compliment the content, which is the focus of every web site. The content needs to be well laid out in a logical way and for large web sites a search facility is essential.
Passion Computing can assist in the development of written website content.
Semiotics of websites
The impression your web site gives is also important. Semiotics is the study of meaning. Meaning is assigned by pictures and words. Choice of pictures, graphics and design should compliment your website copy.