Pen to pad: Effective web writing

The web is an integral part of our daily lives. We seek out topics of interest on our favorite web sites because it is presented in a user-friendly, readable format. However, when we are charged with developing engaging web content, sometimes we get "writer's block" which will prevent great ideas from gaining traction.

Another major content development stumbling block may include "web content overload". This occurs when there are too many general topics which creates a laundry list of web materials, making the content manager feel overwhelmed. One way to tackle this type of barrier is to collaborate with a small group to brainstorm ideas and identify more specific topics.

Moreover, writing effective web content sometimes requires taking a step back and going "old school" in the development phase as well. For example, put the laptop aside and start writing down the overall goals for your web content. Your list may include:

• Target audience(s)
• Outline the web site's overall tangible goals
• Inform
• Educate
• Persuade
• Encourage action
• User reading level
• Determine specific topics
• Web content calendar
• Identify topic proposed writers
• Develop content layout and design
• Determine how often the web site will be updated
• Promote web content to the public
• Beta test the web to ensure it is functional
• Survey potential users about the web content to ensure the new web site will meet their expectations