Write for the web includes certain specificities to interest the Internet user, optimize natural referencing and facilitate navigation within the site.

Writing for the web: interesting the Internet user

Writing on the internet: the difference with paper

La web editing must be considered with the specificities of the support: screen resolutions, limited choice of typologies, connection speed, page weight, natural referencing… so many constraints that do not exist with paper support.

It should also be noted that on average we read 25% slower on a screen than on paper and that this reading is more tiring.

Finally on the WEB, reading is not done word for word, but the Internet user scans the content to see if it interests him before reading it. This is called the reading in F.

Diagram of reading in F.
Diagram of reading in F.

Writing for the web: the techniques

To meet these requirements, web writing must be done according to certain basic principles:

  • Use the “inverted pyramid” methodology: from the essential to the detail, from the summary to the exhaustive.
  • A page = a subject = a title.
  • One idea = one paragraph.
  • Write short.
  • Content divided into three parts:
    • Title + hat.
    • Texts.
    • Links to content related to the page.

Writing for the web: optimizing natural referencing

Writing for the WEB is not only used to provide information to the Internet user, it is a real E-marketing lever.

WEB content is the central element of any good natural referencing. Indeed the volume of content is taken into account by search engines for the positioning of a website. But even more than the volume, it is the quality of this content that counts. Thus “writing for the web” takes on its full meaning.

The basics of quality web content for search engines are:

  • A page rich in content: 300 words minimum.
  • A well-chosen URL, taking up the theme of the page. For example: www.monsite.fr/ecrire-pour-le-web.
  • A good page title: short and containing the main keyword
  • A structured page: titles and subtitles (Hx tags). These titles must also contain the keywords on which you wish to improve your positioning.
  • A certain number of appearances of the keyword and its lexical field as well as the highlighting of these expressions (bold, italic, underlined).
  • Links (internal and external) that “point” to your content page. The name (anchor) of these links must be well chosen. For example for this page, we will not make a link named " More information » but « consult the following page in order to write for the web ».

Writing for the web: making navigation easier

Writing for the web means making the page as readable as possible for the Internet user. But it also makes it easier for him to navigate the site: you have to help him find what he is looking for.

To do this, three navigation modes must be made available to the Internet user:

  • The menu: the general menu of your site must be clear, structured and accessible from any page.
  • Footer links: if you have the chance that the Internet user reads your content, at the end of it you must give him the opportunity to consult related pages. To do this, offer them links at the bottom of the page on the model of "find out more".
  • Internal links: when we approach concepts in a content page, we offer a link to the user to the page defining this concept.

With these three navigation modes you optimize the chances that the Internet user will find the information he is looking for and therefore that he will use your site. Also, if they are well thought out, these links will optimize your natural reference.