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The Art of Writing For a Pretty Web

The web in its contemporary incarnation is replete with web copywriters and content strategists; ideally people (or witty wordsmiths!) who know how to write compelling, concise and relevant content that fulfil concrete objectives. Web-writing is a crucial aspect of the marketing process, whether you are propositioning a service or publicizing your personal weblog. The skill behind writing exquisitely can only be honed through an appreciation of content, as an independent design entity; a building block that is part of a website’s entire information and visual architecture. Content defines design; it sets the perimeters and standards of a websites aesthetic appeal. How can one develop a creative, insightful and sophisticated writing style that works in perfect harmony with its design environment? Well read on. 

Understanding the Identity of Content

We’ve often heard about identity branding and the same concept applies to writing content. Logos become the bearers of specific online identities but it is content that breathes life into those pretty pictures. At the risk of saturating this article with cheesy analogical references; content is the heartbeat, soul and personality of design. It initiates the first ‘proper’ meaningful conversation with the reader. I’ve compiled a couple of working examples to further illustrate my point.

The two examples above share a common characteristic, in terms of writing style. They both interact closely with the central design theme. Squared Eye’s introductory preface makes consistent reference its ‘whale’ and ‘ocean’ motif while Blue Flavor opts for an equally charming introductory tag line, “We Speak People”.  These opening messages are clearly winners in their own right, precisely because they ‘justify’ the aesthetic surroundings. The content is not ill-placed but it works to complement the design. However it must be asserted that this type of content-design synchronisation cannot always be achieved in certain circumstances, but nevertheless all content must exert an identity that in some way supports its design-environment. Only then, will readers be fully engaged to the online experience you are offering them. 

Freezing that Split Second Attention Span

The harsh reality about writing for the web is that you have very little time to make an impression and be heard. Online readers rarely ‘read’ but often scan web pages and there is always that temptation to explore and follow links to other related or external pages. As such, web content has to be structured in a way which facilitates this behaviour of online browsing. Professional web-writers would often urge clients to adopt a writing style that is devoid of superfluous adjectives or modifiers, so as to make write-ups short and to the point. I however tend to disagree. 

The key to freezing that split second of your reader’s attention span lies in developing an original style that forces them to stop and take notice. Write in a manner that provokes. Take for example,  Jeffery Zeldman’s article on A List Apart on the history of ALA. Articles about the past can often be long and overtly windy but Zeldman’s literary prowess is clear as he captivates from the first word onwards.

Wisely used metaphors are often effective in attracting a second-look. Write with the intention to sustain attention without providing the reader with an ‘excuse’ to skip to another page. Sometimes, those repositry of adjectives or witty/humorous phrases that you have stocked can help in retaining a reader’s attention for a wee bit longer. Remember, less isn’t always more in the world of content.

Write with a Purpose

Many of us are often used to following certainly obligatory protocols associated with web-writing without ever taking time to question the rationale and significance behind their very existence. Writing an “About” page is a procedural necessity for any website, but the reason behind most lacklustre write-ups more often than not lie in ones complete disregard for the actual philosophy behind an ‘about’ page and its purpose within a website’s architectural make-up. An ‘about’ page in a blog for example is meant to inform the reader of the author’s own personal background and perhaps his main intentions for starting the blog. Be sure to explicitly state the purpose of your write-up in the first paragraph. Ambiguous statements and aimless rambling will only add to the confusion. Write with a goal in mind and stick to it. 

What is Design?

A design is only a design if it is informed and guided by content. Design without good content merely comes across as fanciful ornamentation without substance. It does surprise me that till date, we haven’t seen many ‘content’ galleries that feature particularly well written online pieces, as opposed to the hundred billion CSS design showcases that have sprouted sporadically over the years. It is time to move away from the preconceived notion of design as a solely aesthetic component. We need to embrace its literary dimension as well. 

Do post your own guidelines or opinions on writing for the web in the comments section.