Is writing for print versus online content like comparing apples to apples -- or apples to oranges? The answer is both.
In some ways, writing for the web requires following a whole new set of guidelines. In other cases, the lessons you learn from writing for print are directly applicable.
First, let’s explore some ways in which writing for the web presents unique challenges:
Get to the point more quickly
People want information more quickly on the web, so you don’t have the luxury of three-paragraph introduction. You’re better off getting to the main point right away.
What’s more, you’ll lose viewers if your page requires endless scrolling. It’s better to break up large amounts of text into separate pages with a logical structure. A home page should be one screenful of text, other pages perhaps two or three screenfuls.
Use strategically placed links to expand on points
In the print world, you may have to explain something in more detail before moving on to another point. With the web, however, you have the power of hyperlinks.
Use text links to refer readers to another page of your site, or even launch a pop-up window if that makes sense. This way, your visitors have access to the information they need, and you don’t have to bog down your copy with every product feature.
Write for the search engines
If you expect traffic for your site to come from search engines, your copy will need to include important keywords. Your header tags are generally most important for good search engine placement, but the first few paragraphs of your copy play a role, too.
Make sure logically placed keywords and phrases appear in your first paragraph of copy, and try to sprinkle them throughout the text.
Now let’s look at some of the ways in which writing for print and the web are similar:
Say it through someone else
One of the most powerful proven communication strategies is to get your point across is through a testiomial.
People are tend to believe product claims when they’re made by a specific person. If, for example, Fred Jones of Pasadena, California says, “I’m twice as efficient now that I’m using XYZ software,” that’s far more powerful than if some nameless copywriter says it.
Keep copy as scannable as possible
You should have a main headline at the top of every page, but you should also use regularly spaced subheads to break up the text.
Also be sure to use bullet points. If you have a long laundry list of benefits, they are more easily digested this way than as a long paragraph of copy.
Turn features into benefits
Don't assume that by merely describing your product or service you are doing great job of selling. Ask yourself what your readers really want.
Get beyond the features. For example, a laser printer that prints 8 pages per minute faster saves time. Saving time, saving money and looking good in front of the boss were powerful benefits before the web, and they still are today.
-Richard Bloch
Specializing in:
• Direct response
• Sales lead generation
• Technical writing
• Email & Web
• Articles
• White papers
• Newsletters
• Brochures
• Data sheets
