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Writing for the Web: edit down to the bone

July 12th, 2007    Subscribe To Our Feed

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In my copywriting practice, I often need to organize material for Web sites - repurposing print and marketing material for the Web. This means editing the original material down to the bone.

I look on this primarily as an organizational task rather than an editing task.

Here’s the process I follow - it may work for you, too:

* Research the client;

* Look at the client’s site, and work out who the site’s audience is, and what they need;

* Structure the site so that it meets those needs;

* Analyze the material to be edited;

* Edit the material. Collate some of it into downloadable white papers, post the edits online;

* Watch the site’s logs to see what visitors are doing on the site - if certain pages are heavily trafficked, add more material to ensure the client gets the required response.

As you can see from the above “editing for the Web” isn’t a simple one-step process, nor is it simple editing.

For more info on writing for the Web, see my Writing For The Web ebook.

Copyright © 2007 Fab Web Writer: Join The Instant Publishing Revolution

Credits: Angela Booth's Web writing manual, "Writing For The Web" | Fab Digital Photography Blog - Digital Photography Tips And Inspiration - If you write for the Web, you need to take photos for the Web too.