The art of writing texts for the Internet, or webwriting, is not just another fashionable English word, but an ability that should be possessed by anyone who publishes on the Web. First of all, you have to get rid of some habits related to writing printed texts and start writing Internet-specific texts. How to do it?
The art of webwriting
The text on the Internet is subject to changes: it becomes more open, dynamic, volatile, immaterial, overwhelmed by graphics or video. Still, it is still important. In the network, we are looking primarily for unique content, and the text from all media is the most accurate. We can tempt the user with graphics or interesting technical solutions, but if he does not find content on our site, he will not be able to come back to it.
The text on the screen is not the same as the text to be printed. Due to cinema and television, the screen has been the domain of images so far. That is why on the Internet we understand the text as a picture – more for viewing/browsing than reading. If we read, we care less and less impatiently.
The fact that our reception runs differently testify eye-tracking, showing the journey of our eye on the screen. The results of these studies show that for the impatient viewer the leftmost part of the screen is the most important. Therefore, pay attention to the title, as well as the upper parts of the text (lead, first paragraph), and place the keywords as much as possible on the left.
How to create user-friendly web content?
How to make the text on the Internet read and browse well? You should follow the basic principles of webwriting. The text should be:
- short and relevant (about 50% shorter than its printed equivalent)
- transparent (short paragraphs, headings above paragraphs, calculations, tables)
- readable (sans-serif font, no italics and caps, bold)
- written in simple language (no sentences repeatedly submitted, synonyms, verbal nouns or noun chains)
- plagiarism free (unique content is very important for the modern search engine alghotitims, thus it’s good to use plagiarism checkers and paraphrasing tools)
- hypertextual (links are best placed at the end of the paragraph and describe specifically, avoiding the enigmatic “Click here” or “More”)
- conversational (phrases for “you” to the reader, questions to the reader, the imperative to persuade you to act)
As the text on the Internet is subject to constant modifications, it can also be adapted to webwriting rules at any time.