Think Web: a tutorial for web content writers

When you first attempt to write the content of a Web page, you may not know where to start.

This tutorial gives you a starting point, plus some excellent rules of thumb.

Learn how to focus on what is peculiar to Web writing, and different from writing on paper.

1. Think 'process'

Create the content of your Web page in stages.

Don't imagine you can get it right on your first attempt. You'll work faster if you take it in stages.

First clarify what this page is about.

Then decide what must be on the page.

Then write the first draft quite quickly, as if talking to one person.

2. Think 'keywords'

'What is this Web page about?'

Not the website, mind you, but this particular Web page.

Forget the other pages: find your focus for this one.

Let's illustrate the point with a mythical website called 'Dunedin Dentists'.

If someone asked you that question, how would you answer?

Maybe the page you're about to write is about 'dentist appointments'.

Other pages are about 'gum disease' or 'replacing amalgalm fillings'.

Notice that these answers are basically keywords.

Choose one phrase as your lead keyphrase. Maybe 'dentist appointments'.

Choose other key phrases or keywords that complete the picture. Maybe 'Dunedin'.

3. Think 'search engines'

Rewrite your first draft, placing the lead keyphrase first in all these power spots:

* the title

* the Meta keyword tag

* the Meta description tag

* the body copy.

Now this page has a good chance of appearing high in search results when someone uses the query phrase 'dentist appointments Dunedin'.

4. Think 'skim-reading'

Remember most people don't read Web pages, they just scan them with their eyes.

Cut the number of words down by at least 50 per cent.

Write in short chunks.

Use plenty of bold headings with keywords.

6. Think 'context'

Look at what you've written. Is it obvious whose website this is?

Assume that your visitors will jump to this exact page straight from Yahoo. They have not seen your home page. (This happens often.)

Is this unmistakeably the website of a dental practice in Dunedin? (Or whatever your real website is all about.)

If not, add a few words to establish context.

7. Think 'links'

The Web is built on links. Think about links within a long wordy page to help people navigate. Think about links from page to page. Think about links to other websites.

People love to click. And the Web is one mighty option glut. Five seconds boredom and your guests have gone. Think about it...

8. Think 'two-way communication'

How can you give your visitors a strong incentive to give you their business or their opinion or at least their email address?

People want to click. They want to receive something immediately useful to themselves, like a plane booking, an eye test, a horoscope, their bank balance...

9. Think 'international'

Re-read your draft pretending you are Cambodian or Bolivian or Czechoslovakian.

Imagine you've learned English from a grammar book.

Would you understand every sentence on this page?

If not, simplify and shorten the text.

And if money is mentioned, specify the currency.

QWC home contact Contented.com
2012 Rachel McAlpine PO Box 19184 Wellington 6149 New Zealand