The 10 Commandments of Writing for W.W.W

All media practitioners must know how to write for the Internet. Many believe that writing long epistles is what counts but this article you are about to read is simple and straightforward and brings across my point effectively in less than 1000 words. I want to call this:

The Ten Commandements of Writing for W.W.W.

1. Print content is different from online content. Print is formally written, passively read and presents a continuous view. Online content is informally written, interactive, dynamic and current.

2. Don’t “re-purpose” documents; write for the web! “Repurposing” means you repackage a document created for print and simply attach it to a Web site. It’s the laziest, most ineffective way to put content on the Internet. Re-think how the content can be rewritten, laid out and designed in context with its specific online environment.

3. Online content is not just about words. When you write for the Internet, think “presentation” and “interaction.”

4. Words are graphical images, too. People often notice the font style, the color of the text, the size of the text and how the text appears as a visual block before they actually extract its meaning. Layout and design are critical in a visual medium like the Web.

5. Keep It Simple Silly (KISS). People have far less patience and tolerance for large blocks of narrative text. When you create new Web text, make sure you keep it simple and get to the point ASAP! Remember – if no one reads it, what value will it have?

6. Write strong meta-content (headlines and labels etc). Internet readers have a “search-and-retrieve” mentality – they prefer to scan for the information they need, while bypassing the rest. Good headlines and content labels also help the reader to cognitively understand the organization and navigation of the content.

7. Don’t reinvent the wheel – just link to it. How much of your copy could be trimmed down if you simply linked to other Web pages that offered the same information?. Readers like to interact on the Web, so give them links as non-linear “rabbit holes” they can follow.

8. Use the traditional newspaper structure of “inverted pyramid” writing. Like newspapers, the Internet should be a fast read, involve a lot of content and catch the reader’s attention. Make sure your five W’s (who, what, when, where, why, and also how) are close to the top.. The idea is this: Even if the reader only reads the headline, they should have a good idea of what the article is about.

9. Make the writing compelling, personal and energetic. Active voice writing is always the best. Use consistent style and conventions. Use “you” when appropriate to personalize the text. Take a stand. Give your writing attitude. People like to read writing that feels truthful, creative, positive and individual. You can use “plain writing” style without sounding plain. And most importantly, keep it tight, unpretentious and free of unnecessary verbiage.

10. Know your Internet community. In print, you have to know your readers, and in broadcast, you have to know your audience. On the Internet, it’s also crucial to know your “community” of readers.