Web Writing: How to Write a Web Page

Writing for the Web is very different from writing for print. Here’s why. Your Web page needs to do a lot of work. With billions of pages online, how will one lonely Web page be found? It’s up to you, the content creator, to make sure that your page can be found.

I’ve been writing for the Web for many years, and I’ve been writing for print for a lot longer. When I ask students a simple question: “How will your new Web page be found?”

They rely: “Via links.”

This is true, as far as it goes. However, it doesn’t go far enough.

You can create, or buy, thousand of links to a Web page, but if the page isn’t aimed at the audience you want to reach, AND gets the audience to act in the way you want them to act, then no one will ever “find” your Web page.

Here’s a simple process which will help you to write powerful Web pages, which perform well.

1. Readers First: What Do They Want? Who Are They?

You’re not writing in a vacuum. You’re writing to attract readers, and to get them to do something.

Consider Google’s home page. Yes, it’s the interface to a powerful search engine, but that page has lessons you should remember in your own pages.

Google’s page is solely focused on the reader. Your pages must be focused just as strongly.

Therefore, before you write a word, consider your audience, and then work out exactly what you want them to do.

2. What Keywords Do They Use?

Write down a basic description of your audience. This will help you immensely as you write.

Next, write down a list of keywords you think your audience would use to find the page. Choose one — that’s your primary keyword.

Aim to use that keyword in the page title, in the description, and a couple of times in the content.

2. Write Your Content

You can have two titles: one for the content itself, and another for the page. The page title will be displayed in the search engines, and Web browsers; the content title is displayed on the page itself.

Write one or two titles.

Next, write your content. Remember the reader, and include a call to action.

Your call to action may be simple. You can speak directly to the reader, and ask him to do what you want him to do.

Alternatively, your call to action may be subtle: it may just be a link.

Whether it’s overt or subtle, ensure that your call to action is on the page. You’d be amazed how often Web writers forget the call to action.

So there you have it, the basics on how to write a Web page.

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