|
Winning Words for Web Sites
by Tom Booth
http://metg.fateback.com/prom.html
A lot of attention is paid to designing websites. The
graphics, the branding, and the java scripts - all go to
give a site a professional and polished appearance. Then
you begin to read the text. The first typo you ignore. The
second is annoying, then a sentence is so poorly
constructed you can~t make out what it means. No matter how
pretty the site, looks, if it doesn't read well you'll lose
business.
Writing copy, like designing graphics, is a skill in its
own right. You wouldn't ask a chef to fix your car, or a
mechanic to cook your meal, so why expect graphics,
computer or business experts to write your text?
Good text is concise and easy to understand. Here are some
principles to show you how to evaluate a well-written site:
KEEP IT SHORT - Most words are used to join other words
together, therefore the fewer of them you use to
communicate your message, the more likely it is to be read.
After all the computer screen is 75% less efficient as a
reading medium than paper. A copywriter will often write
more words than is needed in the first draft, The second or
third drafts are produced rearranging phrases to weed out
unnecessary words.
KEEP IT SIMPLE - Some people think that using big words and
lots of jargon demonstrate intelligence. Usually it
demonstrates a total lack of empathy with the reader. You
need to be sensitive to how people take in information. The
more three-syllable words you use, the more complex the
writing will be, even if the words are in normal everyday
use.
KEEP IT FLOWING - When people write long, rambling
sentences, with multiple clauses, and especially when they
pepper the writing with complex words and irrelevant side
issues, sentences become so complicated, even to the most
sophisticated of readers or minds and sometimes to the
writers themselves, that is almost impossible to ascertain
the meaning ~ just like this sentence in fact! Sentences of
between 11 and 20 words on average work well. But the
length needs to be varies, so that the writing flows.
KEEP IT ALIVE - Lively writing is interesting. To write in
a lively way you have to use the article rather than the
passive voice most of the time. So rather than "Your
contract will be handled by our customer services
representative" you would write, "Our customer services
representative will handle your contract". You will notice
than in the active voice, the sentence is shorter. This is
one of the simplest ways to reduce the number of words you
use to express a concept.
KEEP IT CLEAR - You can change the meaning of a sentence
completely by the use of one or two commas. Take the commas
out of this sentence and see how the meaning
changes: "Tinkerbell, says Peter, is a fairy."
Punctuation should be there to help the reader understand a
phrase. Unfortunately, many writers, because they write the
way they speak, assume their readers will understand. But
you have to help your readers understand using good (and
correct) punctuation.
KEEP IT ACCURATE - The services of a good proofreader are
essential. Never, ever, proofread your own work - you're
bound to read what you thought, not what you wrote.
There's a good general rule for writing, 40% of the work
should be in planning, 20% in writing and 40% in editing.
By observing this and the other principles above, your
writing should be clear and easy to read, However, if
you're not a trained and experience copywriter, get the
help of a professional for your website. Once you're
committed to publication you are potentially under scrutiny
from several million readers.
Author: Tom Booth of http://www.howsitdone.com
Rec'd sites:
http://metg.fateback.com/prom.html
http://metg.fateback.com/mde.html
Thanks to Brian of http://www.hwpartners.co.uk
This article courtesy of ...
You may freely reprint this article on your website or in
your newsletter provided this courtesy notice and the author
name and URL remain intact.
|