Writing for the Web

Give it personality

by Ann Wylie, president, Wylie Communications Inc.

Your online copy should "sound" different from your print version — more intimate, more informal, more human. The best voice for your material is me-to-you, one-to-one, targeted to your reader and appropriate for your subject matter.

For instance, my writing studio wrote a Website for H&R Block that was designed to let survivors know how to handle taxes for their loved ones who had died from the Sept. 11 attacks. We defined the voice as being that of "your favorite uncle, explaining how to manage this difficult job." It was easy, then, to replace IRSese with language like: "First, write your name at the top of the form with a red pen."

Before you write the first word, determine what the tone of your site will be.

Need more techniques for creating a structure that makes your copy easier to read and write? Check out Ann's workshops and learning tools.

About the author

Ann Wylie runs a company called Wylie Communications Inc. Ann works with communicators who want to reach more readers and with organizations that want to get the word out. To learn more about her training, consulting or writing and editing services, call Ann at 816/997-8753 or e-mail her at ann@wyliecomm.com. Get a FREE subscription to Ann's e-mail newsletter at http://www.wyliecomm.com/newsletter_signup.shtml.

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