Writing for the Web

There are a few differences in writing for the web and writing for print publication, and the differences can make or break the tale you tell. While good writing is good writing, if it isn't being read it won't matter how well-written it is.

When writing for the web, try to keep the following important points in mind.

Understand your readers style, Kyle.
Online reading habits differ from reading print material for most users. Out of necessity, readers online tend to scan articles looking for catch-words, while readers of print material are more likely to read word for word. The difference in style is because there is much more poorly written, poorly researched, and poorly conceived material online. Only when a reader finds the catch-words of interest does he or she slow down to read the full text.
Presentation is key, Lee.
Because online readers scan content for catch-words, it's important to use short, punchy paragraphs that are easy to scan. Using headings and pull quotes that make it easy to pick out key words and main ideas is smart presentation. In most cases, online readers would also rather scroll than click to a new page and have to wait for it to load -- but only up to a point.
If the article looks too long before they start it, many won't because it looks like work. Try to keep each page to 3-5 screen lengths or less. If your article is longer than that, break it up into 2 or more pages, but try to end one page with a teaser that makes them want to click for the next page.
Keep your writing focused and snappy, Slappy.
Content not crucial to the story is better off used as a side bar or listed as additional reading, rather than used right in the story. Allow no digression to the progression of your expression! A conversational style works well online as long as the "conversation" isn't too dull nor strays too far afield.
Save the punch line for the end, my friend.
You wouldn't tell a joke by telling the punch line first. You tell the joke by setting up the punch line with a build-up. Write so that each paragraph builds anticipation, then deliver the bang at the end. Finish with the "wow" factor rather than delivering the wow too early and having the article fizzle out. Too many online writers don't build the anticipation, and though they make good points, they deliver the wow too early and the rest of the story disappoints. If you do that, it's the fizzle that is remembered, not the wow. There are two impressions that matter, the first and the last.
Set yourself apart, Bart.
Many people feel information overload. There are tens of thousands of people saying the same thing in similar ways. Those that are able to think differently, can add new insight, provide better explanations, or can write in a more exciting or entertaining way are the ones that are noticed and remembered.
A good example of this idea is in this very article. Starting off each list item with a point, then rhyming a name with the last word of the point being made is an example of thinking differently. That doesn't mean you should rhyme everything, there are many ways to create a unique presentation.
Explain yourself, Ralph.
When people watch the evening news on TV they want to know what happened. Online, they want in-depth information. Never assume your reader even knows the basic facts, because some will be just "tuning in" for the first time. They'll want to know who, how, why, what, when, where, and more.
Give them a clue, Lou.
If your article is a continuation of previous work, reference the previous material so they can see what brought the story to the point where the new article picks up. You can link to the previous material or provide a recap of it.
Show them the distant light, Dwight.
If you can link to related articles on other sites that back up what you are saying and provide additional insights, it gives you more credibility. This is especially important if you're still trying to make a name for yourself. Quality links related to your content at credible sources should be considered an additional important component to your story. You can always have the link open in a new window if you fear losing your visitor, so there's little reason not to provide the most comprehensive material you can.
Before doing this, be sure you have written an original story with your own ideas. If all you do is parrot others, rather than gain credibility, you'll probably lose some with readers who suspect plagiarism.
Take a chance, Lance.
Remember, online writing is a new and evolving discipline. Don't be afraid to be the first with an idea, you may be onto something big. Don't be afraid to make up your own rules, you may be a trend setter. Don't be afraid to be yourself, be afraid of being like everyone else. Our egos want us to fit in with others in person, but we need to stand apart online.
Finally, do the boring work, Dirk.
Check and verify facts. Use a spell checker and proofread. Use proper punctuation, capitalization, and your best grammar. Perform the necessary research if needed. Give credit where credit is due. Ask for permission to include someone else's work or words, and don't use it if they don't give you permission (the fines and penalties for copyright infringement can be in the six-figure range).

Even if you only keep half the items above in mind when you write, you'll be ahead of most others. If you also have a little talent, you'll be well on your way to becoming a voice others want to hear more from.

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