Effective web content in ten easy steps

How is writing for the web different from writing for print? How can I make my web content more effective?

I answered those questions for a client a couple of years ago in a brief guide called "Writing for the Web: Ten Steps to Writing Effective Web Conent." Here are the highlights:

1. Who's your audience?

The number one question for all effective writing. Get to know your readers by talking to a few of them or by reading online forums where they gather. Once you know who they are, picture a single reader in your mind and write as if you were talking to that person.

2. Organize content logically

Create a list of main points, and then organize those points in a logical order. For example, alphabetically, in a numbered list, or in deductive order.

3. Make your text scannable

Use meaningful headings, bulleted/numbered lists, and highlighted words/phrases to make it easier for your reader to find important information.

4. Write in chunks

Break your content into small chunks organized around a particular idea, with two to four sentences per paragraph.

5. Write concise text

You can eliminate 50% of your text by getting rid of "fluff." This includes hype words, cliches, and excessive adjectives. Also, don't use a big word when a small one will do. For example, "use" instead of "utilize."

6. Write informally

The web is an informal medium, so readers expect you to write in an informal style. Write conversationally, as if you were talking directly to your readers. When appropriate use small amounts of humor.

7. Simplify your sentences

Use active voice, and turn negative sentences filled with no, not, and never into positive statements.

8. Use links correctly

Keep your link styles consistent throughout your site. Make your linked text describe what users will find if they click it.

9. Use graphics, charts, and tables to illustrate points

People usually remember 10% of what they read and 30% of what they see. But don't go overboard; any graphic must add value to your site.

10. Update your content frequently

You need not update your entire site daily or even weekly, but you should at least have a section on your home page where readers can find recent news/information about your organization.