Developing writing standards online

Developing good website copy and online content is also about developing standards for web content that are specifically suited to screen-based communication.

It is not enough to simply move offline text online.
And while online text protocols are still evolving, it's vital that people understand your website instantly and intuitively.

Put too many obstacles in the way of their task –

• such as unclear language (certain types of words can be very effective, or highly ineffective online)
• or badly laid out web content (which ignores the way people look at a computer, mobile phone or palm device screen)

- and they will leave and find somewhere else to do business.

For example, make links easy to spot. And the words in the link must carry information about where they are going and why? Never use 'Click here'.

And when people look at a page of text on a website they immediately scan the headlines, the subheadings, as well as the links, to find out what’s going on and how relevant that page is to them. Clever puns and humorous headlines don't inform. You are wasting your onscreen real estate and risk losing your visitor.

Quick links

Web & email content analysis
In-house web copywriting workshops
Content strategies
Style guides
Online language of brand
Editing & website copy