Writing for the Web: Starting Points and Finish Lines
PixelMEDIA content strategists Luke Michel and Jeff Binder share their tips and techniques for shaping copy and content for online delivery. No red pens or pop quizzes—just some useful information that practically anyone can use to keep their projects on target.
Topics on tap:
• The three-point landing: easy to find, easy to read, easy to act
• How thinking backwards can make decisions easier
• Juggling multiple audiences, multiple needs
• Resources and references we love
Jeff’s background…I’ve been a professional business writer for almost 30 years. As a history major, it was either teach or write, so I became a women’s fashion copywriter, and progressed through the various flavors of the business, writing everything from speeches to white papers to video scripts, lots and lots of advertising, and in the last 12 years, an increasing number of websites – which is most of what I do today. What I find fascinating is that in the last 10-15 years, I’ve had to unlearn a lot of the practices I learned to be essential in the first 10-15 years. I’ve had to stop pushing product, and start pulling in consumer interest. ENDLuke’s background: I graduated with a degree in painting. While I was at school, I was asked to tutor and advise students on their writing because, I think, I knew how to punctuate.Out of school, I focused on communications design for events…signage for tradeshows, presentations, guides, etc. which turned out to be great training for this kind of work because it was about grabbing and holding someone’s attention. And because there was so much anxiety involved: even the most hardened VP gets woozy when getting ready to present to an auditorium full of people. So I learned a lot about using communications to help people overcome their doubts and concerns, and to help them find what they were looking for.So what kind of qualities does a “web writer” need…?
Courage and conviction.
The worst part…these are your colleagues…and sometimes the people who sign your paycheck!Pop quiz: which of these groups is most likely to understand what your audience wants and needs?
The worst part…these are your colleagues!Jeff’s illustration: The mission statement: a frightening beast with multiple heads (subjects, verbs and objects) that can only be tamed with a whip and a chainsaw. Let’s say you’re the CEO of an auto parts distributor like NAPA or Pep Boys. You sell carburetors. But somehow, that just doesn’t sound sexy enough. So you get your team together and come up with this...“International Amalgamated and its various subsidiaries, channel partners and outlets represent, develop and implement world-class solutions systems and next-generation concepts that are ideally suited to identify, measure and resolve challenges in the aftermarket supply chain. Huh?And guess what? After all that work, readers don’t give a hoot about your mission statement. It’s the first thing they skip. They’re just looking for carburetors!
To write effectively for the web, you must know the answers to these questions.If you ask one or more of these questions and the answer is, “That’s a good question.” You have some work to do…amd you should instantly double your estimate.
As a web writer, you are blazing the path for the reader to find what they want as well as to want what they find.Jeff: …and you want that hound to get all the way to the end of the trail, and find the lost child…whether that’s a launched application, a signup, a click, or a sale.
Jeff: As a writer, and I love to write, this was one of my toughest hurdles in writing for the web. Studying the flow of information and how it motivates people – and the many places that information appears, both on and off your website -- is a huge effort that often takes precedence over the words you use to motivate them. It’s a 3, or 4, or 5-stage process, and you need to think that through and describe what it is designed to do, long before you sit down to write, “It was a dark and stormy night but my L.L. Bean duckboots kept my doggies dry as a bone.”
Beware Search Engine Optimism: the feeling that if you just dream up a few keywords and throw them out there without much thought or any testing, your site will pop to the top of Google’s results list…Good writing makes your content easier to find by both humans and search engines. Search engines take their cue from humans, so write for people first.
Back to the scent of information, noting how the search engine…through analyzing human behavior…elevates the keyword “baggage” to the list of site links.
We get to this page and notice that the headline does not cloak the keyword in a clever headline. It’s simply a signpost for the reader, and acts as the marker for a series of more detailed pages on the topic of “baggage.”
See your competitors
If I type Carry On Baggage into Google, the delta page comes up in the top ten…notice how these entries included keywords and variants to help ranking for relevance. Delta did miss an opportunity though…notice American, Continental, and Lufthansa. If was flying on Delta, I would have difficulty pinpointing the page that I was looking for…
I just wanted to show you one of our typical drafts. Normally, we don’t highlight the keywords, but here they appear in green. We include a metadata field so we can develop the copy in tandem…or if Matt is working up the metadata, he has the page copy in front of him.Notice how we break the copy into “components” for easy distribution to other parts of the website. If you are familiar with how a content management system works, the concept is similar. We developed these templates to mimic how a CMS puts content in a hierarchical structure.So, to summarize…
Writing for the web is the art of the summary
Writing for the web is the art of the summary
Writing for the web is the art of the summary
Writing for the web is the art of the summary
It’s like a blind date…stop talking about yourself and start listening.
Jff: you’re having a conversation with the reader. One of the best exercises you can do is to read your copy out loud. You’ll be shocked and surprised at the insights you gain from this practice.
Jff: you’re having a conversation with the reader. One of the best exercises you can do is to read your copy out loud. You’ll be shocked and surprised at the insights you gain from this practice.
Line up your conversion points (i.e., calls to action)Assemble the information people need to make a positive decisionCreate the minimum number of pagesWrite your summaries, headlines, metadataCheck keywords, SEO, etc.Apply as little “messaging” as possible