Ask TechSoup: How Do I Write for My Web Site?

We know you have technology questions. TechSoup has answers. In our new Ask TechSoup series, our on-staff experts will provide answers to your burning nonprofit technology questions.

In this inaugural installment, we answer one TechSoup Community member's question about where to find resources for writing online.

Question:

I help nonprofits create Web sites on a shoestring. One area where I've discovered that nearly all of these nonprofits need help is in creating online content. And not just writing effectively for the Web, but writing at all for the medium. When a nonprofit can't decide what to say and how to say it, it hinders the site's progress and becomes a frustrating exercise for all involved. Unfortunately, I'm not a copywriter, and most of these folks can't afford to hire one.

Has anyone found a good link or two (or six!) on writing for a Web site? I'd love to help ease these organizations' pain by providing a link that articulates a good action plan for creating online content.

—  mterrian

Answer:

Like every other type of organization, nonprofits only get one chance to make a first impression. And while clear, concise, and well-organized Web content can help a nonprofit engage visitors, a site littered with unfocused writing or grammatical errors can drive away potential donors and volunteers before they've even had a chance to learn about an organization's mission and goals.

One online-writing resource worth consulting is UseIt.com, a Web site owned and maintained by usability expert Jakob Nielsen. UseIt's Writing for the Web section provides usability study statistics that demonstrate how people read online and steps authors can take to make an impact.

For instance, Nielsen's How Users Read on the Web states that Web authors should only express a single idea in any given paragraph and limit the word count to half of what they would use in a print publication. To help illustrate best practices for Web writing, the paper also provides one paragraph structured in multiple ways and explains why certain styles of writing are more effective than others for online readers.

E-Write, a consulting service that offers writing classes for corporate and nonprofit staffers, also provides free resources to assist Web wordsmiths. Each week, E-Write sends out its E-Writing Bulletin newsletter, which includes advice on subjects such as repurposing print content for the Internet and avoiding common Web-writing mistakes.

In addition to an online archive of articles culled from its free newsletter, E-Write's Resources section compiles links to other sites that offer both general and specialized Web-writing advice.

Another resource to tap is eFuse.com, a site that provides tutorials and advice encompassing all aspects of Web building. Besides a primer article entitled Writing for the Web, eFuse.com also features a more advanced piece on How to Write Effective Text.

Additionally, visit Web sites of organizations doing similar work to your own to get an idea of how to write for your target audience. Other nonprofits in the same sphere can be a good source of writing tips.

Finally, make sure that the organizations you work with designate staffers or volunteers to fact-check, proofread, and copy edit all content that will appear on their sites, as misspelled words, run-on sentences, and factual inaccuracies can detract from a nonprofit's credibility -- the exact opposite of what a well-written Web site should do.

— Brian Satterfield
TechSoup Staff Writer