It always surprises me when some website owners mistakenly think that writing content for their websites is as simple as firing off an email. (The fact that most people think that they can write is another fallacy)
There are certain rules to follow when preparing material for a website and the first one is to keep it short.
Website readers have a much shorter attention span then those who read print and that is because website readers are generally after fast information. Count on no more than seven seconds per page view – if what the visitor is looking for is not readily apparent, they will be gone.
What is on a page must be to the point since website users scan more than they read. Keep your paragraphs short and punchy with hyperlinks to more information on the subject if the visitor needs it.
The information on each page should use the inverted pyramid concept. This places the most important information at the top of the page and it is not unlike the five W’s (Who, What, Why, Where and When) used by journalists.
Your writing should be in active voice not passive. A passive statement would be “various graphic design layouts are being reviewed”. The active voice would be “we are reviewing various graphic design layouts”. Passive writing is bureaucratic, tedious and boring.
Since you want visitors to think of your site as a source of good information, it is important to build their confidence by allowing them to judge the accuracy of your material by citing sources whenever possible.
So much for content. Now some style tips.
First, because word processing software adds bad format coding to website pages, material prepared on say, Word should be pasted into Notepad to remove the formatting first. The exception to this of course would be if the author is working in a CMS (Content Management System) environment that automatically defines formatting buy using CSS (Cascading Style Sheets).
Second, the use of a bulleted list of facts after a short sentence is an effective way to grab attention and to make an impact.
Finally, many websites do not use hyperlinks properly. Allowing visitors to find more information on your website or off-site (be sure off-site links open in a new window!), is important. Do not use “click here” but rather actually describe the linked content as in “For more information, read our 2010 List of Best Practices”
Applying these techniques to your website writing will result in a better experience for visitors and encourage them to return.