Web Copy Guide
Though I would happily prepare any text you would want on
your pages, each client is ultimately responsible for authoring
some of a site's copy. These simple guidelines should give
you some idea of how to effectively prepare your content.
Make It Simple
Reading a computer screen is tiring work. As a result,
readers seldom read content word for word. They scan,
looking for something worth expending their energy on.
Paragraphs & Sentences
Short, concise sentences and paragraphs which contain only
one idea are the bed rock of Web copy. Be prepared to cut a lot from what would normally end up as
printed text. You should count on cutting at least half of
what you would normally write for print. If at all possible, cut
your paragraph down to a list (Web readers love lists!).
Readers may skip over an entire paragraph if they do not find
some compelling reason to read the whole thing. Therefore,
make your opening sentence of each paragraph compelling,
succinct and objective.
Inverted Pyramid Style
Because people are scanning for information valuable
to them, make sure you orient them quickly on each page. Tell
people what's on your page before you go into any detail.
In other words, give them the synopsis at the outset, give them
the conclusion first. In print, you usually start with the
basics and gradually build on that. On the Web, you don't
necessarily have the time to patiently build your topic.
Style
Of course, the style you set your copy in will be determined
by many factors. Tone, vocabulary, structure and content
choice-- it's style-- should directly reflect
the site's over-all message. The following guidelines
should be helpful in crafting your tone.
- Be informal, but take your audience and subject seriously
(if your subject is a serious one).
- Avoid hyperbole; be objective.
- Use the fewest words possible
- Repeat key points.
- Liberally use section headers and lists.
Find an Editor
An editor can help you polish your work to a high sheen.
Because we get so attached to our own words, having a fresh pair
of eyes can spot blaring mistakes that have been passed over a
hundred times. A good editor can weed out
unnecessary wording.
Useful Links
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