In this planned series of 4 articles on writing for the web, as we discussed in the previous article in this series, it is rather different from writing for print. Much of this difference is due to the physical constraints of reading from the screen. People actually read approximately 25% slower than they do when reading from print and on the Internet, there is always so much information that your reader may restlessly move on if you don't edit ruthlessly and present content in a concise and easily accessed way.

Powerful Techniques for Creating Interesting and Understandable Content

Decide the purpose of the particular piece of writing you are doing.
Use powerful headlines
Use active verbs. (Example: I cut the wire. Not The wire was cut by me)
Use descriptive nouns and limit the adjectives (Ex. opaque blue stone - should be turquoise.)
Try not to use adverbs any more than necessary (Ex. heavily twisted and finely wrapped then soldered - should be filigree ).
Use powerful words. (Ex. intense, critical, energized, adventurous)
Use the most simple construction possible (Example: Use designed, not created a design.)
Write with a basic common vocabulary - use the most simple words that will do the job.
Have a Q & A column.
Include a site-based search engine.

Formatting for Understanding
Have plenty of subheads to help your visitor know what the subject of each part of the site is at all times.
Don't underline for emphasis, because people will probably think they are links.
Use italics for emphasis.
Use short sentences, words and paragraphs.
Feature lists.
Use outlines.
Use graphics to explain complicated concepts.
Use bold fonts or font colors (but sparingly) to accent ideas.

Using Lists for Easier Accessibility You can write a perfectly good sentence that may not be read, but if you make a list, the reader's eyes will quite naturally go straight to it. You can test that yourself as you cruise the 'net. The list takes up more space on the page, but you can almost read it at a glance.

Sentence Example:
We make bracelets, necklaces, lavalieres, rings, key chains, earrings, ear cuffs, toe rings, collars, chokers, anklets, hand flowers, tiaras, chains, and armbands.

List Example
We make the following pieces of jewelry:
Bracelets Necklaces Lavalieres Rings Key Chains Earrings Ear Cuffs Toe Rings Collars Chokers Anklets Hand Flowers Tiaras Chains Armbands Along with editing, your writing style and layout can make or break your website accessibility.

This is an excerpt from our eBook Website ShowCase: Artisan's Guide to Website Development and Marketing. Look for more articles in this series.

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