Writing for the web
It took me some time to realise that there are a number of significant differences writing for the web when compared with conventional writing. In fact someone else told me my online writing style was pants. He was right!
I was over-elaborating, writing in long sentences and even longer paragraphs. I needed to learn the fundamental differences, and thankfully a very experienced freelance copywriter I’ve known for years steered me in the right direction.
What’s so special about writing for the web?
Reading from a screen can be hard on the eyes. This may explain why ongoing research (which started as far back as 1997) consistently concludes people rarely read web pages word by word. They scan pages for key words and phrases. Only 16% read word by word.
Tailor your writing for the web
- Bullet points and numbered lists are good for emphasis!
- Highlighted keywords are good too
- Use headings and sub-headings to break up large blocks of text
- Leave white space between paragraphs
- Write in short, snappy sentences
- Cut the word count. Use approximately 50% less than conventional writing
- Don’t use jargon or buzz words. Readers hate them!
If your online writing is for a blog you must bear in mind your readers can comment on your articles too! 
