To write properly for the web is a crucial skill for any website owner.  Why? Because the thing  people do most on the web is read. So what you write has to be minimal, clear and sharp, unambiguous, accurate and relevant.  And it must easy to read online because people find reading on the web strains  eyes and is generally uncomfortable.  This is why you have to know how to write for the web. People rarely read web pages word by word; instead, they scan the page, picking out individual words and sentences, key facts and figures. So, if you’re responsible for preparing, or writing, original content for your company’s website, whether it be a product description,  a special offer, a technical document, press release, or a sales pitch you’ll want to read the rest of this short article …

Web designer versus web publishing specialist
A web designer is a design specialist with a deep understanding of the design process. A web publishing specialist is skilled in writing, proofing and editing the written word and has a deep understanding of the publishing process, the medium, its consumers and the way they read online.  More importantly, a web publishing specialist will be most concerned with ensuring that your written material is of the highest possible quality and perfectly pitched for your target audience.

When it comes to adding content or updating your website, your web designer can do no more than apply the written content that has been supplied without thought about the quality or the quantity of the material.

The web is a publishing medium. Not a graphic design medium.
The thing that people do most on a website is read the written information on it.  They don’t come to look at pictures or to admire the web designers handiwork … Of course, supporting pictures of products or services etc. are important but not half as important as the relevance and accuracy of the written information published on it.

You are an enterprise publisher.
The moment your web designer finished the design and construction of your website it became a medium for publishing content and you became, by default, an enterprise publisher. A Publisher? “Surely I hear you thinking,  a publishers are people who print and publish newspapers, magazines, books aren’t they”?  How wrong you are! Think about it.  Website publishing works in exactly the same way as traditional publishing. You prepare written information,  put it on a web page and then invite the public at large to read what you have written.  What’s the difference?

Are you responsible for your website’s content?
If you’re responsible for preparing, or writing, original content for your company’s website, whether it be a product description,  a special offer, a technical document, or a product sales pitch, you are a key part of your company’s publishing process. And the thing you should be most concerned with is the quality of your writing and whether it you’re writing in a style that is tailored for people to read easily online.

Why your writing style has to be easy to read online
Reading online is uncomfortable.  People who visit websites want to get the information they came for quickly.  Not only do they find online reading an uncomfortable experience but they often don’t have the time or inclination  to read vast quantities of text in order get the information they came for.  This is why people rarely read web pages word by word; instead, they scan the page, picking out individual words and sentences, key facts and figures. So why do so many websites make it difficult for their readers by publishing vast quantities of words?

Reading from computer screens is tiring for the eyes
Reading online is about 25 percent slower than reading from paper. Is it any wonder people find reading online uncomfortable.

Each page has to compete with hundreds of millions of other pages for the user’s attention.
People simply don’t know whether this page is the one they need or whether some other page would be better: they are not willing to commit to  reading the page in the hope that it will be good. Most pages are in fact not worth the readers’ time and experience encourages them to rely on information foraging. Instead of spending a lot of time on a single page, people will move between many pages and try to pick the most tasty segments of each.

Users detest “marketese” or sales speak
Most people detest the promotional writing style with boastful subjective claims (e.g. “hottest ever”) that is so prevalent on the web. Web users are busy: they want to get the straight facts. Also, credibility suffers when users clearly see that the site exaggerates.

Need to show your products on your website but don’t have any decent photos?

Poor quality images reflect poor quality products!
On the web, it’s well-known that people will relate the quality of your photos to the quality your products and services? That’s why in today’s market conditions it is essential that you project an image of high quality and aim to appear, visually, head and shoulders above your competitors.

Catch your visitors eye
The photographs you see in glossy magazines are there to catch your eye, lure you in and entice you to buy that product. Selling online is just the same.

Whatever product or service you are selling they must be eye-catching your visitors will simply move on to the next website.

Put the best face on your product or services.
To help you put the best possible face on your products or services. we offer a comprehensive digital photography and image editing service. Our aim is to help you to present stunning looking images of your products and services irrespective of whether they are ordinary, new products, a product extension or the rejuvenation of an old product. What matters most is the quality of the image and the resulting perceived quality of your product or service.

Call us on 01989 563993 or click here to email us

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