Describe Your Business in 50 Words or Less

What's the number 1 rule for writing on the web? Make it short. Real short.

Studies have shown that most web users are looking for specific information or services, and they want it fast. They don't have time to read between the lines of your flowery marketing copy and buzz words to figure out the facts. You need to give it to them straight.

Start by asking yourself the basics:

1. What is my business?
   
2. What does it do?
   
3. Who are my clients?
   
4. Why should a potential client choose me over a competitor?
   

Brainstorm

Chances are, if you're not used to writing, this is a hard thing to do. You may have come up with long, wandering paragraphs. They move from one idea to the next without a lot of continuity. On the other hand, if you have experience writing for print, you may have excellent prose that isn't really suited to the web environment.

In "How Users Read on the Web," by Jakob Nielsen, readers scan web pages instead of reading them. When writing for the web, Nielsen suggestions include:

• Use "highlighted keywords." Highlighted keywords can be hypertext links, bold typeface, a different color—anything that brings attention to the most important words and phrases helps your reader get the gist of the article.


• Write "meaningful sub-headings (not "clever" ones)." It doesn't have to be cute; your readers will remember the useful information you convey more than any verbal dexterity you employ.


• Use bulleted lists (such as this!) to break down information into easily understood points or action items.


• Focus on "one idea per paragraph." If a reader doesn't see anything of interest in the first sentence or two, he will skip the rest of the paragraph. If you include new ideas further on, the reader will miss out.


• Cut the word count. Nielsen recommends halving the word count of traditional writing at the least.
  

Revise

Keeping the points above in mind, return to your rough draft. Ask yourself as you read:

• Are my keywords highlighted?


• Are my subheads meaningful?


• Do I discuss one idea per paragraph?


• Are all these words necessary, or can I cut some out?
  

It will probably take several re-writes before you feel that you've satisfied all of these requirements for web writing. Don't try to finish in one sitting; put your writing aside for a while, take a break, and come back to it with a fresh outlook.

Benefits

So why should you write for the web? Why not just re-use the same copy you have in your printed brochures?

Writing for the web requires an excellent subject knowledge, succinctly summarized. Describing your business online—while probably in slightly more than 50 words—helps you reconnect with your main business objectives, target market, and competitive advantages.

Another Benefit

Consider how many potential clients will have a copy of your brochure, versus the number of people going online, everyday. Isn't that massive market worth a little time and effort? People read differently online than they do in print, and with so many Internet users, it's in your best interest to keep them interested in your material.