Writing for the web is totally different to writing for printed matter. We tend to scan content on the web hunting for the information we’re after, as opposed to reading word-for-word. As a result of this, there are certain guidelines you should be sure to follow when writing copy for your website:
1. Use clear and simple language
Reading from computer screens is tiring for the eyes and about 25% slower than reading from printed matter. As such, the easier the style of writing the easier it is for site visitors to absorb your words of wisdom.
Some techniques for using clear and simple language include:
– Avoid slang or jargon – Get your grandmother and ten year old nephew to read your site – if both can understand the page content you’ve done well!
– Use shorter words where possible – Begin’ rather than commence’, used to’ rather than accustomed to’ etc.
– Avoid complex sentence structures – Try to include just one idea or concept per sentence
– Use active ahead of passive words – We won the award’ is shorter and easier to comprehend...
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