How to Write RIGHT for the Web By The IMC Team | Posted June 14th, 2008
Four Writing Myths That Stand Between You and Your Sales… How to Write RIGHT for the Web
Does the thought of writing make you want to dive for cover?
If so, there’s a good chance you’re being held captive by memories of rigid grammar rules and a ruthless red pen.
Hey… it’s time to let go.
When you’re writing for the Web, there’s only one hard and fast rule you need to remember…
Write how you talk.
That’s right. Forget all the nit-picky rules your English teacher told you about. It’s okay to end your sentences in a preposition… or start them with "And" or "But."
Because on the Web, people read differently.
Hyper-correct formal writing actually STOPS people from reading… and if they’re not reading, they’re not buying.
Let’s take a look at four writing myths you can toss out the window when you sit down to write your next content article or salesletter…
Myth #1:
Sentence structure has to be sophisticated
Reality Check: Simple sentences rule in the online world.
On the Web, people want information — and they want it fast! And they DON’T want to have to work at deciphering it.
Keep your sentences short. They’re ALWAYS easier to read than longer ones.
Avoid complex sentence constructions. On the Web, "ing" words are the enemy!
Don’t say, "By following this program carefully, taking supplements religiously, and drinking lots of water every day, you will lose weight."…
… say "Follow this program carefully. Take supplements religiously. And drink lots of water every day. You WILL lose weight."
Remember, you’re not writing an academic thesis or applying for a government grant.
You want your readers to be able to grasp your main point quickly… whether it’s why they should sign up for your newsletter, trust your opinion over Joe Blow’s… or buy YOUR product.
Myth #2:
Writing has to be formal
Reality Check: Keep it real.
Readers respond best when they feel you’re talking to them personally. So write as if you’re talking to someone you really CARE about and…
Use a casual and friendly tone. Imagine that you’re talking to a friend or family member. To help your readers identify with your words on a personal level, use "you" as often as possible.
Mimic the irregular cadence of speech. Go ahead and write in sentence fragments. Feel free to start sentences with "and," "but," and "or." It’s simply how we speak, whether Miss Manners approves or not.
Use contractions whenever possible. "It’s" sounds way more natural and informal than "it is." And it’s an easy way to take an unnecessary word out of your sentences.
(And it is our opinion that you will sound stilted if you do not use them. 
It’s okay to use slang. Just make sure the slang you use is appropriate for YOUR target market. If you run a surf shop, calling your readers "dude" is, like, totally appropriate.
Check your writing with the Flesch-Kincaid grade level assessment tool in Microsoft Word. (Set this up in the Spelling and Grammar tool in Word.)
Aim for a grade 6-8 level. (Shocked??? That’s what most newspapers aim for.)
Myth #3: Use proper punctuation
Reality Check: Use informal punctuation to mimic regular speech.
You know how your teachers always warned you against using dashes, ellipses, and bullet points, because they smacked of lazy writing?
… Here’s where you get to thumb your nose at them and say, "Phllllbt!"
When you write for the Web, you are writing for the LAZY READER.
(Well, not so much "lazy" as "bombarded by a relentless onslaught of information, and constantly pressed for time.")
So make their job as easy as possible by breaking up long sentences.
Dashes — like these — create white space between your phrases so each phrase stands out more.
Ellipses are a great for separating items in a list. Maybe you want to give the reader a set of options… Or create a sense of time passing within the sentence… Or build anticipation before getting to the "big reveal."
Use ALL CAPS to highlight the words you’d emphasize while speaking.
Put lists in bullet points so they’re easy to read. Bullets say "Hey look, here’s a list!"
Myth #4:People will read every word
Reality Check: People SCAN for the most important information.
Ever noticed how a single word can make your ears perk up when you’re half listening to a conversation?
Reading on the Web is just like that!
Certain words jump out at you to let you know when to pay closer attention. Format your text so your most important content leaps off your pages:
- Use a "choppy" structure that mixes up paragraphs of different lengths.
- Write your most dramatic ideas as stand-alone one-sentence paragraphs.
- Use subheads to pique curiosity and drive eyes down the page.
- Use bolding to highlight your most important ideas.
- Try to place the MOST important idea at the beginning or end of the paragraph where they’ll be noticed most.
If you’re not used to this kind of writing, hear the words in your head as you write. This will keep you from reverting to stiff formal writing! Then, read your work out loud when you’re done. Any stumbling blocks will become immediately obvious.
If you write the way you talk, your readers will "listen."
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