A well written site is now your business card. To be web-savvy you must look to telling customers what is best for them and what you want them to know -- not what you want them to know.
The website needs to be visitor-oriented. Create Content for Your Reader. Show them why they should care about and why they should choose this organization. Always keep in mind:
and
Everything must be edited to Show the Benefits. Give the visitors their needs and desires. Show how the information can help achieve goals and gain loyalty to the company.
Write to Reach the Visitors. The writing in the site must be specifically for the audience. DO NOT USE JARGON. Jargon will confuse and alienate readers. Use a casual tone that speaks directly to the readers. Be friendly. This creates a positive reaction that will endear readers.
Write concisely. Short and to the point writing allows readers to get to the information quicker and with less effort. This also allows for more retention of information.
Break up the information. Format the site for Scannability. Use bullets, bold formatting and/or spacing to allow readers to pick out the information they want first and fast.
Last and most importantly, make the site Interactive. Make as much of the content -- as possible -- audience interactive. Use visuals, online forms, questionnaires and other such interactive tools. The most important aspect: SAVE THE AUDIENCE TIME. Nothing will make them happier then being able to do everything at their convenience -- not yours.
* All information from Six Rules of Web Writing by Merry Burns.
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