If you're looking for [insert service or product here], you've come to the right place.

Still reading? The above sentence is an example of how not to write for the web. Why should readers believe that claim? They've seen it at other sites, and they're still looking. Show site visitors why they should buy from you, make your web pages easy to read, and lay out the steps to take action.

And always remember the Back button. Your readers will.

In this three-page article:

• Part 1 : Seven Steps to Writing Web Content
  
• Part 2 : You're the Editor
  
• Part 3 : Mistakes Identified

Part 1: Seven Steps to Writing Web Content

Good web writing inspires reader confidence and helps readers find what they're looking for. Less-than-good writing leaves readers to stumble over errors and plod through vague or unnecessary words.

Steps to effective web writing:

1. Organize your content
   
2. Start each page with key information
   
3. Write for web readers
   
4. Support your statements
   
5. Direct site visitors to the next steps
   
6. Edit your work
   
7. Proofread the final version

1. Organize your content

Help site visitors find information fast by organizing it on pages with content-specific titles. Look at each content area on each page and ask yourself, "Does the title of this page indicate where site visitors expect to find this information?"

FAQ pages often become catch-all pages for information that would be easier to find on pages with related content. If you must have an FAQ page, move at least some of its content to pages about the topic. Group remaining items by content area, and add headings.

2. Start each page with key information

Remember the Back button? Site visitors need to find information relevant to their search within a few seconds or they'll be on to the next site. Web readers are impatient readers. Tell them what they most need to know in the first few sentences to give them reasons to keep reading.

When you're on the Home page of a service provider's site, what do you want to read first :

• Promotional superlatives and other adjectives
  
• The year the company started business
  
• The name of the company owner
  
• The services the company provides
  
• The company's focus, approach, and other details that make it unique
  
• Fluffy clichés

If you chose (d) and (e), decided that (b) and (c) could be covered later, and mentally deleted (a) and (f), you're thinking like a web writer.

3. Write for web readers

Web readers with medium and high reading levels skim and scan. Readers with low reading levels read word for word. When the text becomes difficult, they look for the next link.

Both types of readers are looking for answers to their questions. If they have to wade through wordiness to find information, they may turn to the Back button.

Present information for web readers using web writing techniques:

Headings

• Divide each page into sections with headings and subheadings
  
• Use words in the headings and subheadings that summarize the section content

Paragraphs

• Break long paragraphs into more than one paragraph
  
• Give each paragraph one main idea
  
• Avoid more than a few paragraphs under each heading
  
• Vary paragraph lengths

Lists

• Put content that reads like lists in bulleted or numbered lists
  
• Break lists of more than five to eight items into multiple lists with their own headings

Sentences and words

• Keep most sentences no longer than about 20 words
  
• Choose words that convey precise information
  
• Use action verbs when possible
  
• Avoid clichés (overused expressions)

4. Support your statements

Don't just tell readers that you have the best service. Show how good your service is with details about your features, and include some client testimonials.

For example, if you write that you have "state-of-the-art" technology, what does that mean? "State of the art" is used over 13 million times on the web. Give readers specifics about your technology.

5. Direct site visitors to the next steps

What do you want site visitors to do after reading your web page?

• Go to a page with more information
  
• Order your service or product
  
• Contact you

Link to the possible next steps at the points of decision on each page (and check that all the links work). Use anchor text that tells readers where the next steps lead.

6. Edit your work

Editing your work (or having someone else edit it) increases your credibility and provides a courtesy to your site visitors — they can read and find answers faster.

Print your work and use the above steps as a checklist for content choice and structure. Check your work further:

Content

• Weigh each word and content area for its usefulness, and if it doesn't add value, delete it
  
• Make sure that all the details in each paragraph and section support the main idea of the paragraph or section
  
• Look for places where information may be missing (dates, pricing, countries in mailing addresses) and add it
  
• Read the text from the point of view of a potential client to see if any questions remain unanswered

Mechanics

Check and correct:

• Grammar
  
• Punctuation
  
• Capitalization
  
• Spelling
  
• Consistency of spelling and style

7. Proofread the final version

Proofreading should be the last step before publishing your work. Ask someone else to proofread it for you if possible. If you're proofreading your own work, allow at least a day, preferably longer, after you finish writing and editing it.

Online reading is more difficult than reading from paper; you need to print your work to proofread it adequately. Once it's printed, read it out loud with a ruler under the line you're reading, looking at each letter and word. Mistakes to look for:

• Repeated or missing words
  
• Extra or missing spaces
  
• Spelling (including typos)
  
• Incorrect capitalization, punctuation, or abbreviations
  
• Incorrectly ordered items

Pay special attention to titles, headings, and captions, which readers will notice first.