Writing for the Web

 Introduction

        With the rapid growth of smartphones, tablets, Kindle, social networks, wikis, blogs, and websites, online reading has increased greatly. Therefore, it has become important to understand not only the different forms of online writing but also the appropriate style of writing for web content. The Meenakshi Raman and Sangeeta Sharma in their book "Technical Communication" points out that writing for the web is different from writing for print media because web readers often skim through content and quickly move to the information they need.

1. Clarity of Purpose

        The first requirement of web writing is to be clear about the purpose of the content. Before publishing something online, the writer should ask:

• What am I trying to achieve through this content?

• What information should I include?

• Does my objective meet the readers' needs?

• Have I read other web content on the same topic?

• Is my content different from anything I have published earlier?

• Does the content have one purpose or several purposes?

        A clear purpose helps the writer decide what information should be included and what should be left out.

2. Audience Awareness

        Web writers must understand their readers and their needs. People usually visit a website with a particular purpose or question in mind. For example, a person searching for information about a job profile is looking specifically for information related to that job.

        Therefore, a writer should not write only about what the writer knows; the writer should also consider what the readers want to know. Understanding the interests and requirements of the target audience helps increase readership.

3. Planning the Content

        After deciding the purpose and understanding the audience, the writer should plan the content. Planning should take into consideration:

• the purpose of the content,

• audience requirements,

• available time or timeline,

• present information, and

• possible future developments.

        The textbook also emphasizes the importance of research during planning. Writers can refer to books, journals, magazines, and online resources to keep their information updated.

4. Effective Style of Web Writing

        Although the basic principles of good writing remain important, web writing has some special features. It is recommended:

• using first person and second person rather than third person where appropriate;

• coming to the important point quickly;

• avoiding a long introduction;

• using a friendly tone;

• speaking directly to the readers; and

• using active voice.

        Web readers may leave a website if they do not find the required information quickly. Therefore, web writing should be direct and reader-friendly.

5. Proper Formatting

        Web content should be easy to read and easy to scan. Since online readers often skim content, proper formatting is important. Suggestions:

• using suitable font type, size, and colour;

• using bold or italics to highlight important points;

• using clear and attractive headings and subheadings;

• providing easy navigation through links;

• linking relevant words instead of simply writing “Click here”;

• using bullet lists to attract attention; and

• using videos, photographs, and other multimedia to enrich the text.

Example: Instead of presenting a long paragraph, information can be arranged as:

Benefits of Reading

• Improves vocabulary

• Develops concentration

• Increases knowledge

• Improves communication skills

        This makes the content easier to scan.

6. Proofreading

        The final stage of web writing is proofreading. Web content should be checked carefully for:

• spelling mistakes,

• grammatical errors,

• typing errors, and

• other mistakes.

        It is stated that such errors may discourage readers from using the web content. Therefore, web content should be edited, revised, and proofread carefully before publication.

Major Forms of Web Writing

        There are several platforms used for online communication:

• Social Networks: Social networks allow people to connect and share personal as well as professional messages. Examples given in the textbook include Facebook, Twitter, and LinkedIn.

• Wikis: Wikis are collaborative websites where multiple authors can add and edit content. Organizations can also use them to manage content and interact with users.

• Blogs: Blogs are web pages created by individuals on particular topics. Professional blogs can engage readers by presenting topics that interest them.

• Websites: Websites are Internet pages that provide information about a person or an organization. They may be personal, professional, corporate, or university websites.

Conclusion

        Writing for the web requires a style that is different in some ways from traditional print writing. Since online readers often skim content and look quickly for specific information, web content should be clear, direct, readable, and well organized. A successful web writer should have a clear purpose, understand the audience, plan the content, use an effective style, format the material properly, and proofread it carefully.

In short:

Good web writing = Clear purpose + Audience awareness + Planned content + Effective style + Good formatting + Proofreading.

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Reference:
Raman, Meenakshi, and Sangeeta Sharma. Technical Communication: Principles and Practice. 3rd ed., Oxford University Press, 2015.