Writing for the Web is not fundamentally different than writing for something that will appear in print. However, following a few simple best practices can make a dramatic difference.
1) Break it down
Webpages are typically skimmed, not read. Few visitors will read your Web copy carefully, nor will they read it all. It’s therefore important to break down Web copy into easily-digestible “bite-sized chunks” (paragraphs) of no more than five sentences each, each with a meaningful section heading to help readers easily find the information they seek. Keep your writing concise.
2) Get the meat above the fold
Most website visitors won’t scroll down, so make sure the most important information on each webpage is above the fold, and preferably in the first two paragraphs. Keep in mind that different screen sizes and different browser-enabled devices (like the iPhone) preclude any consistent definition of just where the fold is. Still, most people will view your webpage using a desktop computer with at least a 17” diagonal screen at 1024 resolution.
3) Don’t ignore SEO
You want to make sure search engines will pick up your copy in organic search results. To that end, it’s important to use keywords and common phrases or industry-specific jargon in the copy that people might search for. However, loading up the text with meaningful words and phrases should never be done at the expense of writing clean, meaningful and readable copy.
4) Make it action-oriented
One of the great things about the Web is that taking an action—such as downloading a white paper, contacting a salesperson, or signing up for an email newsletter—is always one click away. Actions like these help companies acquire sales leads, and good website copy should encourage readers to do something after reading it.
5) Practice good Web style
I’m amazed how many websites have underlining or colored words or phrases in their copy, because these are easily mistaken for hyperlinks. If you must emphasize something, use bold or italics instead. Also, indents are not good style on webpages—left-justify all text, and leave the right unjustified.