Chapter 11
WRITING FOR THE WEB
Chapter overview
This chapter acknowledges that the Web is too diverse to have one set of rules for writing for it.
However, there are some principles Web authors should consider—because they apply most of
the time.
Brief outline of the chapter
I. Understand how viewers look at Web pages. Most viewers move quickly through “navigation
pages”—the kind that take them to their destination. But they probably slow down when they
get to the “content page” they’re after. Navigation pages and content pages, therefore, require
a different kind of writing.
II. Don’t write what viewers won’t read. Less is more.
III. Write in chunks. Viewers will do some vertical scrolling. But what works for printed
material—such as a 20-page chapter in a report—would be far too long for a Web “page.”
IV. Make your Home page user-friendly. Don’t have anything unnecessary on it, start with the
site’s purpose, and list the site’s major contents.
V. Make your content pages efficient. Start with the page’s purpose, include a blueprint listing
the major sections on the page, and be sure the headings on the page match the blueprint
items exactly.
VI. Make good design choices. For example, be sure the buttons on each page are in the same
order.
VII. Exercises.
General comments
The Web has revolutionized business communication. More and more students can create Web
sites themselves—and all of them use the Web extensively. The key to writing for the Web, of
course, is to use Plain English—everything the book talks about in the other chapters. Still, the
Web is different, so there are some added concerns when writing for it.
Notes on the exercise (create a simple Web page)
I find students who do know how to create Web sites go crazy with colors, fonts, clip art, etc. Tell
Also, I really emphasize the importance of following all of the guidelines in the chapter
(including the ones on design).