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.
