Writing for the Web: Structure
Structure and strategy are two important parts of writing for the web. Structure is about how the text should be constructed and laid out. Strategy is about what needs to be included in the text and how you decide what to include.
To be a good marketer, it’s wise to be familiar with both of these parts. In this post, I’m going to cover structure. I’ll put up another post with thoughts about strategy soon.
These posts are written with commercial websites in mind; the rules are looser for websites whose purpose is to inform or to entertain.
How People Read on the Web
It would be nice to think that people read every word written by the copywriter. Your favorite text, after all, is elegantly constructed and tells the reader all they need to know about your product. And a few visitors apparently do read every word on the web page. Most people, though, do not.
Part of the problem is that it is physically harder for people to read on the computer screen. This typically causes comprehension and patience to decrease.
The majority of users scan pages, looking for the relevant information. If they don’t find it, because it’s buried somewhere on the page, they will leave. The ideal web page is structured so users can find the information they’re interested in easily and quickly.
Keep It Short and to the Point
Using short and simple text makes it easier for users to scan the page and find the information they are interested in quickly.
The text should be composed of short paragraphs that have one topic each. Typically on the web, people don’t track lines as well as they do in printed material and so it’s easier to lose their place in a paragraph. If in doubt, it’s almost always better to break up a paragraph rather than have one run too long.
The sentences should also be short and to the point. If the sentence is running on for more than two lines, it probably needs to be two sentences. Avoid excessive clauses, punctuation, etc.
It’s also best to avoid flowery embellishments and any other text that gets between the user and the information you want to convey.
Putting Your Best Information Forward
The most important information should go at the top of the page. People read from the top down on the web and can’t see anything beneath their browser’s window without scrolling. Putting the most important information at the top helps to make sure people see it before they decide to click away.
Heading and Subheadings
Headings and subheadings act as signposts. They direct the user scanning the page when to stop and read and when to just keep moving.
Headings should be succinct and descriptive of the content. They’re also important for keyword inclusion as some search engines apparently look at titles and bolded text to see what the content of the page is about.
Judicious Use of Text Treatment
Bolded and italicized words stand out, and can be a useful way to direct users’ attention. A user who is scanning the page may jump from title to bolded phrase down to the next title, looking for what they want. There is also some suggestion that bolded and italicized words are more heavily weighted by search engines.
So there is a lot to be said in terms of usability for text treatment. But don’t overdo it. Too much can make the page harder to read, as well as confusing for the eye.
Well-Written Copy: Readability, Spelling and Grammar
Readability is important. Interesting and informative text will help to hold the viewers' attention and give them a better impression of the company.
Grammar and spelling also matter. On a professional site, incorrect spelling and grammar are embarrassing and reflect badly on the company.
In addition, if the reader is confused or pauses because of bad grammar or spelling, they’re more likely to move on. Don’t trip up the reader; if their attention is distracted from the point of the content, there’s no guarantee you’ll get it back.
More Information
How to Write Effective Web Copy
Writing for the Web: Strategy: The second post in this series on Gazator.