Writing for the Web

Good web site design always stresses the importance of layout, colour co-ordination, fast-loading graphics and a myriad of other tips and tricks. Each of these are of course important, but all come a poor second to the main medium of your communication – your writing.

Your writing is the single most important feature of your web site. Your writing will determine whether the visitor will become engaged with the content or click away to another web site. Your writing takes the place of voice, tone, body language, nuance and all the other informal types of communication we use. It is through your writing that you create a bond with the reader in gaining and holding their attention.

Tip: Always refer to the reader as "you", as if you are writing for one individual and not thousands across the Internet.