Using the web

Writing for the web and writing traditional copy requires two very different styles and approaches. Writing for the web is a specific skill. It is more like writing copy for brochures than writing an article.

Research shows that web readers will actually absorb around 75% of a piece of copy, so it’s essential to keep it as brief, concise and informative as possible. People who use the web are usually looking for specific information, so it’s important to make it easy for them to find out what they want.  How might you do this?

• Use headings, summary paragraphs and bullet points to ensure readers get the most from your text
• Ensure that your text is concise and to the point
• Try and keep to one idea per paragraph
• Keep to a ‘house style’ and use colour and images to help make your copy more memorable
• Remember that every page should be written as if the user has not seen the rest of the site

Last, but no means least, ask the fundamental question: who is my audience? You want to ensure that your copy is tailored for the audience who will be accessing your web copy. If necessary, you will need to split your site into different sections. The unionlearn website is a great example of this.

The worldwide web has opened up many new possibilities to communicate with your audience. Consider new ways to promote your project to stakeholders, by sending out email bulletins linked to web copy or try your hand at live broadcasting. All you need is Internet access and a webcam to run your own IPTV (internet protocol television) show. See sites like www.stickam.com for more information.