Web Writing Principle #2: Make it actionable

The second principle of Web Writing is to make your words “actionable”.

What does that mean? It means you must use your words to take advantage of the unique interactive characteristic of the web. Unlike other communication mediums – print, radio, tv – the web allows users to take action right then and there. This distinction makes a huge difference to what you write and how you write it.

On a website, your viewers can click, subscribe, download, give you information, or – if your content is not compelling enough – they can simply leave.

Know your website goal

Before you sit down to write for your website, you should know what the goal of your site is. Commonly, the goal is either to convert visitors directly into customers or to convert visitors into named leads.

Once your goal is defined, keep it in mind on every page, and with every word you write. Provide your visitors with opportunities to do things that will lead to fulfilling your desired end goal. And make sure the opportunities are enticing enough for your visitors to WANT to do them.

“Click here to subscribe to our enewsletter”, in order to get named leads to add to your database, is not nearly as enticing as “Subscribe to our enewsletter to make sure you don’t miss out on the latest techniques for influencing your web readers”.

Never "click here"

A key piece of advice on this topic is to never waste valuable website real estate with the words “click here”. Instead, use informative, compelling words that will entice your visitors to “click here” without having to tell them explicitly to do so.

Web Writing Principle #1: Keep it simple

“Keep it simple” is the number one principle to remember when writing online.

I keep in mind a quote by Martin Fischer, an author and psychologist, when I write for the web: “Knowledge is a process of piling up facts; wisdom lies in their simplification.”

When I write for the web, I endeavor to impart wisdom.

Why?

Most of my readers aren’t even going to read my web words. Seventy-eight percent of online users only scan the text, and on average a site visitor will only read 28% of the words on a page. (source: Jakob Nielsen alertbox reports, www.useit.com)

So, I need to make sure the messages and the words are simple, concise and to-the-point. I need to throw away the fluff and cut out the marketese. I try to cut what I would write for a hard copy page in half; and then cut that in half.

There are some proven techniques that help me transform 'knowledge' into 'wisdom' by simplifying the facts online. They include:

• Omit needless and redundant words

• Keep sentences short

• Use fragments rather than full sentences

• Limit paragraphs to 1 or 2 sentences

• Break up text by using headings, subheadings and bullet points

The real challenge is to do all that and to still make the words that are left convey useful, persuasive and enlightening messages.

It is a learned skill to retain core messages while keeping copy simple, short and to-the-point; and it takes a specific proficiency to do it using words that will compel website visitors to become customers.

Strong Ideas’ writers have learned the skills, and possess the proficiency. We can turn your ‘knowledge’ into ‘wisdom’ and your website visitors into customers.

www.strongideas.com.au
contact@strongideas.com.au

Top 5 Web Writing Principles

1. Keep it simple
2. Make it actionable
3. Be benefit-oriented
4. Employ active voice
5. Use your customers’ words


That's the high level overview. In future posts I will delve into each principle in detail. In the meantime, if you'd like to know more about Web Writing Principles and Writing for the Web you can check out the Strong Ideas website, or even send me an email directly (dana@strongideas.com.au) with your questions.