Writing for the web and writing for print may have many similarities, but they are distinct mediums with their own unique requirements. What works in print will not necessarily work online. Understanding these differences is essential when developing your business’s communication materials.
Readability is essential
What makes an article readable can vary between different mediums. Web writing is unique because it is not read solely by people. Your web content is also read by algorithms. Consequently, the readability of an online post needs to consider both the human audience and search engine bots.
These search engines can direct real human readers (and potential consumers) to your website. Too many complicated words, huge blocks of text, and run-on sentences reduce your website’s readability. While this can damage your SEO, hard-to-read web copy can distract and deter human users. So, keep things simple and easy to digest, and ensure information is easy to find.
Keep it concise
Successful web writing is mindful of length, including word, sentence, and paragraph length. Online content should be clear and to the point. Readers are less likely to remain engaged scrolling through pages of long-winded web copy. They experience visual fatigue faster and are quickly distracted. If they can’t find what they’re looking for fast, they might look elsewhere.
So, straightforward and focused writing performs better on the web. Of course, there are a few exceptions, like writing lengthy web articles to assist with specific SEO strategies. But you can shorten your word count for general web pages and blog posts. If you want to write a web article that is particularly lengthy or complex, consider sharing it through multiple posts with links to further information.
Print or even online editorial often comes with a definitive word count cap. With web page writing, you must assign your own word count limitation and resist the impulse to ramble on and on and on (and on). Not sure how long it should be? We can help you with your web content strategy.
Use headlines wisely
Headlines play several essential roles in web writing. First, headlines are a valuable tool in every good SEO plan. Incorporating the right keywords into a headline makes it more “searchable,” thus increasing the likelihood of your post ranking well on Google.
Second, the headlines in online articles function almost as bullet points for skimming readers. Many online readers will scan a webpage before committing to reading it. Headlines offer a quick summary of your page’s main points. They also help grab your reader’s attention, encouraging them to dive deeper into your article or page content.
In print, headlines are shorter and often use images or subheadings to convey meaning or grab attention.
Don’t forget to include links
In web content, links are a great way to add value to your readers, promote products or services, and improve SEO.
Links are essentially expedited calls to action. With the simple click, readers can transport to a website or form. It makes it much easier for consumers to subscribe to newsletters, accept special promotions, download files, make purchases, or contact your organization. Consequently, links are an essential part of web writing.
Work with professional writers
Navigating the differences between web and print writing can be confusing. Furthermore, successful web writing requires a unique skill set and understanding of the medium. For these reasons, it’s best to work with professional writers specializing in online content.
At Circlewood Creative, our team of experienced writers understands the mechanics and strategy behind good web writing.
