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Common Mistakes That Can Kill Your Web Copy
by Karon Thackston © 2005 http://www.copywritingcourse.com Sometimes learning what not to do is as important as learning what to do. Copywriting is no exception. I oftentimes see copy that is well written, but obviously created by an amateur. How...
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Weaving words for the web
WHILE Luddites toll the death knell for books, we who have made the
transition to “new media” look to the future with confidence.
The Internet does not spell the end of the written word but the beginning of
fresh opportunities and renewed status for professional writers throughout
the world.
Since becoming disillusioned with the world of print journalism at the dawn
of the 90s, I have sought new challenges and, following a baptism of fire in
the bureaucracy, I pursued short-term freelance work.
Newsletters, media releases, proofreading, editing and copywriting have been
my staple diet for three years, and a surprisingly satisfying one at that.
Freelancing also provided time to learn about the new communications medium,
which sparked my interest a few years ago when commissioned to write
corporate copy for a pioneer web site developer.
As more businesses, individuals and organisations have considered the
question of “when” rather than “if” they should set up an on-line presence,
competition in web site development has intensified.
Gradually, the gulf has widened between sites developed using
professionals – web content writers, graphic designers, programmers and
marketers – and sites hastily thrown together on a Saturday afternoon with a
“do-it-yourself” web-authoring package.
The content manager or writer has been the missing link in the web
development process – until now.
As web design houses wake up to the fact that a successful site needs more
than pretty pictures and nifty applets, people with strong communication and
organisational skills are in demand.
Just as a desktop publishing package does not transform a writer into a
graphic artist, a web-authoring program does not turn a graphic designer,
computer programmer or marketer into a wordsmith. We
each have our own
talents and should respect the differences.
You don’t have to “surf” far on the web before striking poor writing, bad
spelling or just plain offensive copy.
To secure our future and prevent mass bastardisation of the English
language, writers must promote their skills now and not be intimidated by
the technology.
If you can use a word-processing program, you have enough technological
know-how to write for the web. The emphasis is on “information” not
“technology”.
Writing for the online reader requires more discipline than even journalism.
The experts say people between 25% and 40% more slowly on screen as the eyes
tire more quickly than on paper.
Web users will not tolerate long-winded prose, unless it’s for a literary
site or on a topic in which they are deeply interested.
Writing for web sites is not simply a matter of rehashing existing print
material – the web is already clogged with so-called “brochureware”.
Clean, concise, active, purpose-written copy is essential to the development
of this new medium and the web writing profession as a whole.
If you haven’t yet taken your first dip in cybersurf, head to your local
Internet café or library and take the plunge.
Even if you don’t want to weave words for the web, you’ll have a ball
spinning yarns with other writers via chat rooms, newsgroups, web sites and
email.
Like it or love it, the future’s online.
About the Author
Yvette Nielsen writes a popular weekly web site
review column for Brisbane News magazine, has developed her own site at
http://www.brizcomm.com.au, and conducts web content workshops on how to
structure, write and promote sites. Subscribe to her weekly newsletter for
free tips and site reviews at http://brizcomm.listbot.com. Email
yvette@brizcomm.com.au
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