One Step Ahead: Writing for the Internet

Good Web writing

· Main points: Hit your reader with the salient points at the top of the web page.

· Write short paragraphs: White space helps web display so write in 'chunks' - 30-word paragraphs separated by a line space work well.

· Write simple sentences: Use one idea per sentence and keep sentences under 17 words.

· Use the present or present perfect tense.

· Be direct: The web is friendly. Use 'we' and 'you' instead of 'the insured', 'the applicant', 'the society', and so on.

· Be positive: 'the web works well' rather than 'the web doesn't function badly'.

Audience

Structure the site, and its tone of voice, for the people whose needs and expectations you hope to satisfy.

Try asking yourself the following questions:

1) What is your site for ?

2) Who does it aim to attract?

3) How should you address your audience?

Email and Chat Etiquette

Remember, although email is informal you are always sending a note to one or more other people, and all the normal 'rules' of behaviour apply. Where you only have the written word to convey every nuance of what you want to say, you need to think more carefully about it and consider where ambiguities may cause offence.

A message goes as soon as you press the Send button: you cannot call it back if you have second thoughts. So best be sure you have all your second thoughts first.

· Read messages carefully before sending - in case they are offensive, or you have misspelled something.
· Ask permission before forwarding or copying other people's messages - they're not yours.
· Avoid sexist or racist language.
· Avoid using all upper case letters (looks as if you are SHOUTING).
· If the message is very important, controversial or open to misunderstanding consider a face-to-face discussion instead.
· Do not assume that all outrageous messages are intended to inflame opinion (they may be a clumsy attempt at humour or lack of familiarity with the medium).
· Check that you are sending the message to the right person or people - beware the Reply button, especially in listserv circulars.
· Describe the content of your message clearly in the 'Subject' line and keep that subject in replies to the same conversational thread. This helps people to prioritise and to find information again later.
· Send short messages that can be clearly understood on their own. Do not send a short message as an attachment because it wastes time opening two emails instead of one.
· In live chat, don't give out personally identifiable information, such as email, telephone number or address.
· In live chat, don't impersonate someone else (friend, family or famous person).