I find it interesting that I still agree with most of these. Many are things everyone already knows and some are embarrassingly obvious, but for what it’s worth here are my Web writing rules – unedited:
1. It‘s not writing; its Web design, which is holistic. You’re producing words but also strategizing and designing. Know what the goal is and how your words relate to other design elements.
2. Less is more. You don’t write for the Web, you un-write. Editing is everything.
3. People don‘t read – they scan. Lay out your words accordingly. Remember, words are a visual element.
4. Web writing is horizontal, not vertical. Use hyperlinks.
5. The less you sell, the more you sell. Avoid marketing modifiers and product/service claims.
6. Test. Arguments over colours, wording, navigation etc. waste time and money. Testing will shut everyone up. Including you.
7. Use the Web. You can’t write about what you don’t know.
8. Know a little but not a lot. Know enough to write about it but be sufficiently ignorant to ask the right questions.
9. Have conversations outside the Internet environment. Then you’ll know how customers really feel and what they care about.
10. Know what people think and what they‘re interested in. Watch TV. Read the paper. Listen to the radio. Visit lots of Web sites. Get out of the house and talk to people.
11. Don‘t just study commercial sites. Visit personal, hobby and other sites to know where the Internet is going. Business is always a follower; these sites lead because they are wholly customer focused.
12. Whatever you think is true of the Web is probably wrong. These rules are probably wrong. The Web is constantly changing because customers are always changing because people are always changing. So, question everything.
Generally, I don’t like making rules and I certainly make no great claims for these. On the other hand, sometimes it’s worth doing something like this to get a good standing start. It’s a kind of orientation exercise.
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