Two different approaches to writing web pages.

It took me a while to realize this about my own approach to web page writing, but I have two different ways of writing.

Here they are...

First approach – I write the page as if I were writing a letter or brochure

I use this approach when I am writing a content page or a sales page that depends almost exclusively on a single column of text. No significant supporting photos or images. No charts or tables. Just one column to worry about.

In these cases I write in the same way as I used to write for direct mail.

That is to say, I get started and put the first few lines down very quickly. And I keep writing until I “hit” something.

What do I mean by “hitting” something?

Sometimes, as I’m writing, I’ll hit the realization that I’m taking the wrong approach. It’s just not working. So I’ll pretty much scrub what I have done and start over.

At other times I’ll “hit” on a much better way of expressing my message, but a few paragraphs into the page. “Ah,” I think. “THIS is how I should have STARTED the page.” So that’s what I do.

And I continue writing like that. For me, it’s usually a process of two steps forward and one step back. I’m always looking back at what I wrote earlier to make sure it’s working well with where I’m getting to.

With a page like this, I usually finish it in one or two sittings. Then I leave it and take a fresh look 12 or 24 hours later, and always find ways to improve it.

The Second Approach – which is more akin to flower arranging

Maybe that’s a weird analogy. But it’s not far off.

This is the approach I take when I am also thinking about the layout of the page, the position of images, the weight and emphasis being given to headings and subheadings, the relationship between one column and another, eyepath...and so on.

In other words, I am concerning myself not just with a continuous, uninterrupted column of copy, but am also considering the design of the page and the positioning of a variety of different elements.

The first thing about this approach is that I take a lot longer completing the page.

I also use the text box tools in Word to create the various columns. I add the images. I choose the font, size and color for headlines and subheads. I take very careful notice of where link text is shown on the page. And so on.

And I fiddle a lot. I play around with font sizes, paragraph lengths, the exact position of images in relation to the text.

In a way, I am flower arranging.

And when I write the text, I write it in relation to the surrounding visual environment. I’m very aware of the likely eyepath for the page. I am careful about where and when I highlight key benefits. I work hard to imagine how people will see the final page online.

I like working this way. I take much longer over it.

Concluding thoughts...

Looking back over what I have written, maybe it’s inaccurate to say that these are two distinct ways of writing.

They feel very different to me, simply because in the second example, I am working very much within the visual layout of the page.

But in both cases, I’m doing the same “two steps forward and one step back” shuffle, writing and rewriting as I move forward.

And always try to let my completed copy “sit” for at least 12 hours, and then read it through again and make some changes.

Resource Reviews:

The Freelance Copywriter Fee & Compensation Survey, Volume 2. Find out how much to charge for your next copywriting job. Read my review of this survey here...

 

Michael Katz’s Do-It-Yourself E-Newsletter System

This is a big, comprehensive package for small business and freelancers who want to publish an e-newsletter as a means to promote their services. Michael knows exactly what he's talking about and shares all you need to know in order to create great content, format it correctly and get it delivered reliably. Read my full review of this excellent e-newsletter system...

Self Publishing – Your complete business plan for creating a life without borders. By Gary Scott.

A remarkable program for anyone who is serious about building a self-publishing business. If you just want to write a flash-in-the-pan ebook, this isn't for you.

But if you want to build a self-publishing business, based on a process that has been refined and proven over a span of 30 years, get a copy today.
Find out more..

Sign up for the Excess Voice Newsletter and get this 35-page Guide FREE. Writing For the Web #1 7 Challenges every Writer and Copywriter faces when writing for the Web

Sign up NOW and I'll send you the link where you can download this 35-page guide...

(Your email address will be used only for the purpose of sending you this newsletter, and you'll be free to unsubscribe at any time.)