Although your marketing message may be the same in print, radio, television or the web, each medium requires a different format. Keep these tips in mind when writing for the web:
- Web readers prefer bite-sized chunks of information: less words, simpler sentences, more white space, less punctuation. Re-format paragraphs as lists or tables.
- Web-users don't like scrolling. Limit pages to 3 or 4 browser screens if possible. Use navigation to break info up into easily digested pages.
- Use an inverted pyramid structure: conclude first, then support.
- Remember that visitors may not start at your home page; make sure your pages can stand alone.
For more information on this topic, google " writing for the web" or visit www.usability.gov/guidelines/.