Writing for the Web: Is It Different from Writing for Print?

In four ways, writing for the web is different from writing for print. But in the most important ways, they are alike: your writing must be clear, accurate, passionate and focused--and that focus should always stress the benefits to your customer. Tell the customer that you understand and can solve his problem, and he'll not only read on, he will buy.

When you're writing for the web, you are also writing for search engines. You should:

• Work keywords into your text. Don't try to use every keyword in every sentence on every page but do try to repeat one or two keywords a few times. For example, count how many times in this short blog I've worked in the keywords "writing for the web."
• Eliminate the generic marketing term-of-the-day and avoid jargon. No one searches on "state-of-the-art products" or "reliable, proactive solutions." People search on the words they are already familiar with and that are specific to the problem they are trying to solve.
• Label your photos and drawings with text. Illustrations in print brochures don't necessarily need captions but search engines search on words, not pictures. A page full of unidentified pictures won't be found.

The fourth difference between writing for the web and writing for print is the entry point. Most people start reading printed copy at the top. But they can enter a website or a blog at any page. Make sure every main entry point has a value proposition for your customer ("what's in it for me?"). Keep your navigation simple, so that customers can find their way no matter where they end up.

Email me with your writing questions and concerns. As a professional writer for both print and the web, I will help ensure that your message reaches your customers.