Writing for the web

If you're a small business with a limited budget, you're probably going to want to write your own copy for your website. The web's a different medium from print, so even if you've done a lot of writing before, you may find some tips helpful.

Write for the way people read on the web

The web is a very active medium: people want to stay in control. People don't read webpages from start to finish the way they read books or newspapers. They read like they're at the supermarket. Yes, it's my favourite analogy again!

Imagine you're shopping for a can of soup. You'll scan the aisles looking for the canned goods, and go straight there. Then you'll scan for the soups, and go there. Then you'll scan the soups for the flavor you want. You'll pick up a couple of brands to compare the ingredients, and then head straight to the checkout.

What you want is for the supermarket to be laid out in a way that makes sense, with clear signs, so you can find what you want as quickly as possible. What you absolutely do not want is to be stopped at the door by a salesman and made to listen to a long presentation.

On the web, too, people want to find things quickly. They don't really read at all; they just scan the page till they find what they need. So to make them happy, you want to make this as easy for them as possible. Here are a few ways you can help them:

Keep it short. People rarely bother reading long blocks of text.
Keep it simple. Don't bother with flowery descriptions or sales-talk. Plain language is best.
Start with an overview. Then go into more detail further down the page.
Use good headings. Using a meaningful heading for each section of the page helps people find what they're looking for.
Use bullet points and lists. They're especially easy to digest.
Highlight key words and phrases. Bold text is an easy way to do this.

Don't be afraid to be personal

Although it's important to be succinct, it's still good to express your personality. One of the nice things about the web is that it's moved us away from corporate formality and gloss, and towards intimacy and sincerity. Even big companies these days are making an art of informality. Here are a few:

Innocent Smoothies – a little company with a big heart

Innocent invite you to join their 'family', and share the details of their office life, their charity projects, and their passion for what they do. It makes us aware of the people behind the product, and creates a sense of trust and inclusion.
Aussie hair products – a big company with a sense of humour.

I picked up a bottle of Aussie shampoo the other day, and here's what it said: 'Sometimes your roots are greasy, your ends are frazzled, and your car won't start. This helps two of those problems.' It made me laugh, so I bought it. Sometimes we're that simple!
Virgin Money – a huge company with the soul of an entrepreneur.

Virgin's a mega corporation, but they're brilliant at talking to us like human beings. And Virgin Money's a business in the financial sector, traditionally one of the most conservative areas.

Here's the teaser on their current homepage:

'When managed properly, loans between family and friends can fulfill dreams and save thousands. I should know. My aunt gave me the loan that got my business off the ground. Let Virgin Money manage your loan between family and friends.'

It's genius! Not only is a great innovation as a product, it lets us see Richard Branson as a human being, and reminds us that if he can do it, so can we.

Elsewhere, they say, 'We make loans a piece of cake. And, really, who doesn't like cake?' It's so cute, you can't help but be charmed.

Now of course I'm not suggesting that you should try to sound like any particular company or website. I'm just suggesting you write in your own voice. The days when we all had to pretend to be big, impersonal companies are gone, and good riddance. Let your customers see who you are. As a small business, your personal touch is one of your greatest attractions.

Writing for the web

Write for the way people read on the web

Don't be afraid to be personal

Innocent Smoothies – a little company with a big heart

Aussie hair products – a big company with a sense of humour.

Virgin Money – a huge company with the soul of an entrepreneur.

Further reading