A Web developer’s guide to writing great Web content

Traditionally trained copywriters are a dying breed in the development community. Designers and programmers are now being tasked with writing great Web content, both technical and creative. The Internet is giving voice to thousands who would otherwise remain silent, and the unfortunate side affect is a sea of incomprehensible and considerably dull content.

It is easy to step out from this crowd, but like any skill that demands to be mastered, it takes practice. It requires ditching bland prose, growing a thick skin for welcome criticism, and a touch of dedication. If you are a Web developer faced with writing great Web content, and you wish to excel in this endeavor, then take the following tips to heart.

Explain yourself, and not your explanation

Let me explain. Those words are an invitation for me to interject. It is an unwanted pause. When writers comment that copy should flow, this is exactly the opposite. Do not explain your explanation. In the following argument, allow me to introduce, without further ado, it will be conclusively shown — these all violate this principle by pointing toward a future context. Why bother with the predictions? Get right to the point. Explain yourself, and not your explanation.

Write what you know

There is a glaring misconception even among writing professionals. If it can be written, then it should be written by me. Instead, think of writing the way you would think of a house that is being built. Electricians will install the wiring and lights, carpenters will finish up the trim, plumbers will run the pipes — each professional is uniquely qualified for a specific task. Such is the case with writing. Do not claim to be an expert in every subject.

Know your voice

Users want hard data. Just the facts. Depending on the type of content, maybe a small amount of introspection or interpretation. However, infecting the words with sarcasm or humor can quickly turn informal copy into a personal agenda. Speaking in a familiar and conversational tone is encouraged, but unless you have been complimented for your wit, stick to the details.

Keep it simple, but not stupid

Experienced users have notoriously short attention spans when reading on the Web. Speaking as one of those users, I completely agree. KISS (keep it simple stupid) is the acronym used most often to encourage writers to write short, concise copy. Some however, have taken it to a first grade level. The copy is not only simple, it is stupid. Educated users will be offended by incomplete sentences and choppy paragraphs. Say what needs to be said with efficiency, but never speak down to your audience.

Embrace headings, lists, blockquotes, stats and stimuli

Another technique for keeping the copy flowing, is to embrace journalistic structure and tertiary content. Most Web users are apt to scan and further investigate writing based solely upon pictures, graphs, lists, statistics, and subheadings. This content communicates both expertise and thoughtfulness. The writing can remain sophisticated, and even highly technical, but brightening up the page with supporting stimuli will keep users interested and invested.

Spellcheck obsessively

If English is not your first language, then I can be extremely forgiving of grammatical error. If I wrote in Spanish, I would expect the same leniency from my Hispanic friends in the development community. Yet, that would not lead me to ignore the obvious — a misspelled word. While writing this post I have run the OpenOffice spellcheck close to a dozen times. In a longer piece, that number will double. There is no exception, ever, for poor spelling, no matter your language.

• Posted by Brian
• September 26th, 2007