Web Words That Work: Writing Online Copy That Sells

11. Writing Web Pages

Great web pages combine user-friendly design with engaging text. If the writing is bad or inappropriate—too long, too demanding, too stiff—you’ll have a bad web page, even if the design is first rate. (Conversely, bad design can make great text unreadable, too.)

Good writing is good writing, whether it’s for a web page or an email newsletter, so all the advice so far in this book applies directly when you’re writing for web pages. But web pages have some unique characteristics you need to take into account when populating them with text—including the size and shape of the page itself, as well as the need to optimize each for search.

Writing for the Browser Window

Throughout most of your life, whatever you’ve written has ...