{"id":2469,"date":"2022-12-18T05:57:55","date_gmt":"2022-12-18T14:57:55","guid":{"rendered":"https:\/\/spinupcreative.com\/?p=2469"},"modified":"2023-02-04T15:20:14","modified_gmt":"2023-02-05T00:20:14","slug":"writing-for-the-web","status":"publish","type":"post","link":"https:\/\/spinupcreative.com\/writing-for-the-web\/","title":{"rendered":"Writing for the Web"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.16&#8243; global_colors_info=&#8221;{}&#8221;][et_pb_row _builder_version=&#8221;4.16&#8243; background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; custom_padding=&#8221;|||&#8221; global_colors_info=&#8221;{}&#8221; custom_padding__hover=&#8221;|||&#8221;][et_pb_text _builder_version=&#8221;4.16&#8243; background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h2>Websites require a unique style of writing.<\/h2>\n<p>People consume websites differently than other forms of media: they don\u2019t read; they skim. They will read only about 20 percent of the words on the average page.\u00a0 Does the below sound familiar to your own online reading behavior?<\/p>\n<ul>\n<li>Readers are simply in a hurry because users on the Internet are motivated by trying to save time.<\/li>\n<li>Readers understand perfectly well that they don\u2019t really have to read everything because, usually, they\u2019re just searching for what\u2019s personally relevant to them or what can help them achieve the task they\u2019re pursuing.<\/li>\n<li>Readers are already so well-trained in scanning pages from years and years of scanning print (newspapers, magazines, textbooks, novels, etc.) that they\u2019re used to it and good at it.<\/li>\n<\/ul>\n<h3>Make your website easy for users to digest.<\/h3>\n<p>Here are some recommendations on how to write for the web, so that you can write content for <em>exactly<\/em>\u00a0how people read on the web.<\/p>\n<ol>\n<li><strong>Be concise<\/strong><br \/>\nDo not say in 150 words what could be said in 75. Do not say in 75 words what could be said in 30.<\/li>\n<li><strong>Write simply, don&#8217;t get fancy<\/strong><br \/>\nLong sentences with complex structures that endeavor to explain in complicated terms a topic that could otherwise be described in a more straightforward manner are best avoided. Use simple sentences.<\/li>\n<li><strong>Avoid jargon<\/strong><br \/>\nNeutral language is easier to read and understand than subjective and boastful text. Be clear and direct.<\/li>\n<li><strong>Use the \u201cInverted Pyramid\u201d style of writing<\/strong><br \/>\nPut the essential and most interesting information at the beginning. Include additional information in order of diminishing importance.\u00a0 <a href=\"https:\/\/intelligencewp.com\/blog\/writing-for-the-web-using-the-inverted-pyramid\/\" target=\"_blank\" rel=\"noopener\">Learn more about the Inverted Pyramid theory here \u00bb<\/a><\/li>\n<li><strong>Use keywords<\/strong><br \/>\nUse terms that are commonly used to describe your topic. Avoid using proprietary terms and abbreviations as much as is possible.<\/li>\n<li><strong>Use headings<\/strong><br \/>\nBreak up your text with brief but descriptive headings and subheadings so users can find information faster.<\/li>\n<li><strong>Break up different ideas into different paragraphs<\/strong><br \/>\nLong, dense blocks of text are intimidating to readers. Several short paragraphs are preferable to a single long paragraph.<\/li>\n<li><strong>Make your text skim-friendly<\/strong><br \/>\nUse bulleted lists in place of long series or text lists.\u00a0 Like this list!<\/li>\n<li><strong>Highlight only as necessary<\/strong><br \/>\nUse bold very sparingly to draw attention to an important point.<\/li>\n<li><strong>Use the proper case<\/strong><br \/>\nSentence case is much easier to read than uppercase. To emphasize an important point, use bold.<\/li>\n<li><strong>Make links easy to identify<\/strong><br \/>\nLinks should be a consistent color and style. Do not change the color of a link to make it stand out. Do not underline any text since it may be confused for a link.\u00a0 When we deliver a website, we will have already included style guides for links.\u00a0 Please don&#8217;t alter the look of hyperlinks in your text.<\/li>\n<\/ol>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Websites require a unique style of writing. People consume websites differently than other forms of media: they don\u2019t read; they skim. They will read only about 20 percent of the words on the average page.\u00a0 Does the below sound familiar to your own online reading behavior? Readers are simply in a hurry because users on [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":2863,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"<h2>Websites require a unique style of writing.<\/h2><p>People consume websites differently than other forms of media: they don\u2019t read; they skim. They will read only about 20 percent of the words on the average page.\u00a0 Does the below sound familiar to your own online reading behavior?<\/p><ul><li>Readers are simply in a hurry because users on the Internet are motivated by trying to save time.<\/li><li>Readers understand perfectly well that they don\u2019t really have to read everything because, usually, they\u2019re just searching for what\u2019s personally relevant to them or what can help them achieve the task they\u2019re pursuing.<\/li><li>Readers are already so well-trained in scanning pages from years and years of scanning print (newspapers, magazines, textbooks, novels, etc.) that they\u2019re used to it and good at it.<\/li><\/ul><h3>Make your website easy for users to digest.<\/h3><p>Here are some recommendations on how to write for the web, so that you can write content for <em>exactly<\/em>\u00a0how people read on the web.<\/p><ol><li><strong>Be concise<\/strong><br \/>Do not say in 150 words what could be said in 75. Do not say in 75 words what could be said in 30.<\/li><li><strong>Write simply, don't get fancy<\/strong><br \/>Long sentences with complex structures that endeavor to explain in complicated terms a topic that could otherwise be described in a more straightforward manner are best avoided. Use simple sentences.<\/li><li><strong>Avoid jargon<\/strong><br \/>Neutral language is easier to read and understand than subjective and boastful text. Be clear and direct.<\/li><li><strong>Use the \u201cInverted Pyramid\u201d style of writing<\/strong><br \/>Put the essential and most interesting information at the beginning. Include additional information in order of diminishing importance.\u00a0 <a href=\"https:\/\/intelligencewp.com\/blog\/writing-for-the-web-using-the-inverted-pyramid\/\" target=\"_blank\" rel=\"noopener\">Learn more about the Inverted Pyramid theory here \u00bb<\/a><\/li><li><strong>Use keywords<\/strong><br \/>Use terms that are commonly used to describe your topic. Avoid using proprietary terms and abbreviations as much as is possible.<\/li><li><strong>Use headings<\/strong><br \/>Break up your text with brief but descriptive headings and subheadings so users can find information faster.<\/li><li><strong>Break up different ideas into different paragraphs<\/strong><br \/>Long, dense blocks of text are intimidating to readers. Several short paragraphs are preferable to a single long paragraph.<\/li><li><strong>Make your text skim-friendly<\/strong><br \/>Use bulleted lists in place of long series or text lists.\u00a0 Like this list!<\/li><li><strong>Highlight only as necessary<\/strong><br \/>Use bold very sparingly to draw attention to an important point.<\/li><li><strong>Use the proper case<\/strong><br \/>Sentence case is much easier to read than uppercase. To emphasize an important point, use bold.<\/li><li><strong>Make links easy to identify<\/strong><br \/>Links should be a consistent color and style. Do not change the color of a link to make it stand out. Do not underline any text since it may be confused for a link.\u00a0 When we deliver a website, we will have already included style guides for links.\u00a0 Please don't alter the look of hyperlinks in your text.<\/li><\/ol>","_et_gb_content_width":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[71],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Writing for the Web - SpinUp Creative<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/spinupcreative.com\/writing-for-the-web\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Writing for the Web - SpinUp Creative\" \/>\n<meta property=\"og:description\" content=\"Websites require a unique style of writing. 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