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THIS WEEK
The Art of Web Writing
ALSO IN THIS EDITION
Over the next few weeks we will be looking at writing for the web. If you have a business presence through a website, a blog or even with one of the many online directories, you need to know about the art, energy and science of writing for the web.
Web copywriting is different to other forms of writing within business. If you think back to the traditional ways we used to market our businesses, we used ads, brochures, flyers, paper based proposals and tender documents and newsletters. I can still remember days when how heavy a tender document was related directly to how importantly it was perceived by the companies.
In traditional writing, people often tended to pad out their words, stating and restating their content in different ways, or fitting their information into convoluted policy documents and templates.
What has happened in the past 15 or so years is a quiet revolution in terms of communication. In parallel with our quest for quicker, faster and better things – we now want our information in digestible chunks. We are less willing to tolerate jargon, complex academic language and pompous sounding words.
The first web-sites were much like the old fashioned documents except they were just put up on the net. These sites were called brochure sites as all they really contained was information you would read in brochures about the business.
The language was stilted and formal and usually talked a lot about the company and very little about the customer. If you still have a brochure website, you are wearing the online equivalent of a safari suit. Great at the time, but a tad dated.
People now want to quickly work out if the information they are reading is relevant to them. If it is they will dig deeper for more information. How we read has changed. We now scan for clues about the information in the document and then only if we are interested we mine further for data.
 In the past 3-5 years there has been a further shift in how we process information. People now want to engage in discussion about the content, to find out more from the creators and to share their thoughts with other like-minded people. This has given rise to Social Media and interactive websites.
The art of writing for the web is all about understanding these trends in communication and presenting information in a way that people now "get". In as much the same way that we don't use words from Shakespeare's time in our modern communications, now we need to change our communication to match the current ways people use information.
So what is the art of writing for the web?
1. Web writing is not just one style of writing.
You need to understand the web is not just one thing. Different parts of the web have different styles of writing. Corporate websites still tend to be a bit more formal in choice of words.
Blogs and forums allow you to be more informal and relaxed with how language is used. Sites such as Twitter need a totally different style again – and are similar to SMS text messages in terms of language style. You need to match your style of language to the internet medium you are using.
2. Break the rules (within reason).
Traditional writing was very formal. Web writing is more like having a chat with your friend over a coffee. The art of web writing is to write as you speak. This includes starting sentences with "and", splitting infinitives and breaking sentences across two lines. The only rules that are still strong are use of swear words and discriminatory language. For most businesses it is still better to leave these parts of your vocabulary at home.
3. The words you select define your brand.
Writing for the web is the same as creating a brand in words – the words you choose will define who you are and how your company is positioning itself on the market just as surely as any logo or colour scheme. Are your words young and fresh, or traditional and professional?
4. Short isn't always better.
In this world of short attention spans people think less words are better. Remember when I mentioned people first scan and then mine for information? More words can actually outsell less words, as long as you use visual clues to help the scanners get the gist of the information first.
5. Headlines & sub-headlines are important.
People scan your headlines and sub-headlines. Are they interesting? Do they make people want to stop and read the content beneath? Do they tell a coherent story if you just pull out the headlines and put them on a page by themselves?
6. Fonts – bland is good.
Keep your font styles and colours to a minimum. A riot of colour may be great for your hair or clothes, but takes attention away from the content of the words. Fancy fonts will generally not render well across different computers, so keep to the tried and true fonts. Online Arial and Verdana are easier to read than Times New Roman. You can use one font with your headlines and sub-headlines another with your body copy ... but more than that and you are starting to tread in difficult waters.
7. White space – the restful pause.
Many businesses try and cram every pixel with words and content. White space helps create spaces for eyes to rest and stops visual overload. Allow some white space in your designs, and don't let overzealous designers fill your website with intricate images unless you are in a creative industry. Plain, simple, easy to navigate sites outperform visually complex sites for the majority of industries.
The bottom line is writing for the web is an art form that needs to be mastered. Not every person who writes great documents for work can become a great web writer, just like not every piano player becomes a concert pianist. If you need a virtuoso with your business words then a professional copywriter can create brilliant music with your words.
| HR Tip of the Week - Can your team write? |
 When hiring new staff, people check for past performance, presentation and attitude, But very few check for basic things such as spelling and writing ability.
If there is a slight chance that some day your employee needs to write a note to a customer or service provider, it helps if you know the level of skill they have so you can take corrective action if needed. (The number of pharmacists I saw who couldn't spell was quite frightening!)
You can do this through employees completing written work samples as part of their interview process and simple spelling tests. These tests need to be directly related to the job you are hiring for and only test to the level of skill the job actually requires to ensure you do not unfairly discriminate against candidates.
Once employed, at a minimum all employees need to be able to correctly spell the name of their employer, the company address, the company phone number and the company website correctly. This sounds self evident but after 25 years in HR there were many cases that this didn't happen.
Once you start to require more regular written contact with customers or service providers, you need to take a more active role in assessing employees literacy levels.
Whatever is sent out under the banner of your company reflects on your brand. If an email to suppliers or a letter responding to a customer complaint is full of spelling mistakes you are sending a particularly strong message about your company.
You need to put in place internal checking mechanisms to ensure all communication has been reviewed before sending out.
You can't assume your team members can write or spell. Know which skills they do possess and consider offering literacy skills and training for individuals where skill gaps have been identified.
| Businesses of the Week- Kahootz Clothing & Kharma Consulting |
This week we have two businesses of the week - both are in Brisbane, Australia and both are tackling the recession (but in very different ways). Contrary to popular belief they weren't chosen just because they both start with K.
Kahootz Clothing
Kahootz Clothing is a brilliant made to measure ladies fashion house (yes, I do get a lot of things made by Bettina).
Recently she heard of a wedding dress designer hitting hard times, so she agreed to sell all of his gorgeous wedding gowns, bridesmaids dresses and formal dresses for him at no profit to herself. This to me is really the essence of businesses pitching in together to help each other out in trying times!
These gowns are simply stunning and I couldn't help coveting a few of them when I saw them ... and the best part is he is selling them at less than wholesale prices. Prices start at $70 with nothing over $400 (these gowns are current season and were at the $2000+ mark, so the savings are remarkable).
If you want to learn more about the gowns or the sale visit www.kahootz.com.au or call the store at 07 3255 1222.
Kharma Consulting
Kharma Consulting is holding a workshop to teach businesses how they can use energy to prosper no matter the economy, to attract more clients and to rediscover the passion for your business.
Julie from Kharma Consulting worked with my business late last year and I have to tell you the results were remarkable! I fully recommend business owners to attend Julie's workshop. Even if you are a little bit sceptical - for some reason this stuff works. So try it out!
Sunday 31 May in Brisbane from 9.30am - 12.30pm. Cost is a tiny $99 and includes workbook and brilliant easy to apply content.
For more information call Julie on
0417 460 741
Neuropsychology and marketing are one of my passions. Which is why I loved this study that looked at the attractiveness of women's voices at different times in their cycle. It made me start to consider how we could apply this in terms of marketing voiceovers, newsreaders and the like.
Read the full post and the blog and have a think about how you can apply this in your business.
| 7 Ways Heart Harmony Can Help Make Your Business Fly |
- Review your marketing material to add punch and power or develop new marketing collateral from scratch.
- Create compelling web copy that not only sells - but is a powerful magnet for search engines.
- Craft interesting and well researched articles to position you as an expert in your field.
- Be the secret weapon in your next tender, proposal, offer or award nomination.
- Need simple HR information fast? Grab one of our template kits.
- Be personally mentored by Ingrid as she shares the very strategies that have made her clients millions.
- Have Ingrid speak at your next conference or training event.
Drop us an email or call Ingrid on +61 7 3351 8844.
The Energy of Writing for the Web
exuberantly yours
Ingrid
Heart Harmony
PS: This week's Small Business Tips blog included a link to a brilliant recording on the Newbies Guide to Adwords..
Legal stuff: This newsletter is intended only a general guideline for Australian businesses. You should seek specific advice for your situation rather than relying only on this newsletter
Earnings disclaimer. Some of the content may include advertorial information, which means I may receive financial compensation for the products I recommend. But - unless I know and trust the product, I will not recommend it.
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