The Web is an entirely new communication medium. Web “content” is often created with text, yet engaging content often sounds more like casual conversation. When you’re planning Web content, remember that:
The Queen’s English doesn’t always apply. Sentences can begin with conjunctions and end with prepositions – just like speech.
- Content can come in bits and pieces. Sentence fragments are often OK.
- Contractions and casualness rule. "Yeah" sometimes works better than "yes." And "it’s" sometimes works better than "it is."
- Lists and bullet points can get the message across more effectively than conventional paragraphs.
- Trains of thought can start and end anywhere. And then expanded with convenient hyperlinks.
- It’s OK to turn discourse into dialogue. Traditional text can be interspersed with reader (or viewer) reaction. Or photos, animation and sound.
- So when you’re preparing Web content, don’t just write text. Talk instead – and you’ll create conversation that produces results.