Writing for the Web: edit down to the bone
Thursday, July 12th, 2007 Subscribe To Our Feed
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.
[tags]writing for the Web, Web writing, editing, repurposing, content[/tags]
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