Not long ago, I partnered with GiftWorks to present a free webinar entitled “Web Writing that Gets Noticed.” In it, we covered:
- 3 Keys to maximize your website content
- Today’s web users: what we know
- Best practices: usability & accessibility
Participants asked a lot of great questions. Check out the answers below!
Q: How does web writing compare to other writing, such as an annual report?
A: Web writing is generally more concise than other types of writing, is easier to skim, and takes advantage of the web’s linking, audio, video and interactive capabilities. It also focuses more on keywords and tends to have a conversational tone (as opposed to a formal one). You can learn more about the differences by watching the free webinar.
Q: At what grade level (for reading ease) should we be writing?
A: Generally, I would aim for an 8th grade level for a general audience. If you know your readers read at a higher grade level, feel free to write for that. You can easily find out the level of your writing by using the “readability statistics” in Microsoft Word or by going HERE.
Q: Do you have suggestions for how to reorganize a website before editing content?
A: You basically need to think like a typical user of your site. What is their train of thought going to be? What do they see as their priorities when they come to your site? You want to make it easy for them to find what they want in 2 clicks or less.
You may want to do some focus groups with your users. Find out what makes the most sense to them. You may also want to try a couple versions of your site to see what resonates the most.
Q: My website has a menu on the left-hand side of the main page. You recommended using subheads. Does a menu count?
A: That’s a good start! Your menu will help direct your readers to the general area of interest. On each landing page, see if you can break up the content by using actual subheads in the text. Subheads help readers skim to quickly find what they are looking for. Your subheads will serve as a strong outline or index of what the page contains.
Q: What if you have multiple audiences to address?
A: Most websites expect a variety of audiences to visit. Make sure they all feel welcome! Use your navigation system to clearly identify which content is for which group of visitors. That might include, for example, sub-menus within a general pull-down menu. You can also include highlighted links in your body text to lead people to additional information that may be of interest to only some of your readers.
Q: What’s the best way to figure out the right keywords to use on each page?
A: A few good resources include the following:
If you really want learn about the wider world of SEO (search engine optimization), you can start HERE.
You may also be interested in the other web writing questions I answered as part of the “Ask Dalya” series:
Finally, check out the recording from the May 2014 session of Writing Wednesdays. I interviewed Allison Jones from www.idealistcareers.org, and we spoke about one type of web writing: blogging.
