How to Write for the Web
A few months ago I posted on the 3 fundamental skills of web writing. I re-read that post and realized it needed a real life example to truly be useful. So let's recap.
Writing for the web is different because people read differently on the web. In fact, they don't read but they scan, so everything you write needs to be scannable. These are the web writing guidelines:
- bolded, italicized and hyperlinked keywords
- lots of lists
- meaningful sub-headings (not “clever” ones)
- short paragraphs with one idea
- always start with the conclusion, giving readers what they are seeking upfront
- use lots of captioned photos, diagrams and graphics to illustrate your points
- make it less formal and more personalized
The following is a paragraph that appears on one of my clients' homepage:
At the Mind Wave Institute we use a unique and effective combination of Medical Hypnotherapy, Guided Imagery, Mindfulness Meditation and Life Style Coaching, to help you achieve optimal health and vitality using the natural healing power of your mind. Your mind has a powerful healing influence on your body, however most of us are not trained to access it. The mind body techniques taught at Mind Wave Institute allow you to access the full potential of your mind. Giving you the tools you need to create a life you love, free of pain and anxiety. Specialties include weight loss, pain management, anxieties, phobias, Irritable Bowel Syndrome, stress related medical issues and hypnosis for childbirth preparation - HypnoBirthing.
And here is (almost) the same content, but modified according to the web writing guidelines:
Are you suffering from:
Being Overweight
Smoking
Teeth Grinding (Bruxism)
Stress
Anxieties and Phobias
Irritable Bowel Syndrome (IBS)At the Mind Wave Institute we use the proven techniques of Medical Hypnotherapy, Self Hypnosis Training, Guided Imagery, Mindfulness and Guided Meditation and Life Style Coaching to help you achieve optimal health and vitality.
These techniques tap into the usually unaccessible subconscious and allow you to use the natural healing power of your mind to its fullest potential.
Which one would you rather read?