In a time when publishers the world over are cutting back there is still one avenue that offers writers almost limitless opportunities: the Web. From site content to blog posts, podcasts to feature articles, there seems to be at least one paying market for almost every kind of writing. But just because Web writers are in demand doesn't mean that anyone with a keyboard can cash in. Writing for the Web has become an increasingly distinct genre, and would-be Web writers can do a lot to increase their chances of finding success in this stream.
1. Research the Markets
A quick troll through Craigslist will confirm that new markets emerge every day for Web writers -- and not all of them offer writers a fair deal. It's common to find ads that guarantee a writer payment in "exposure" or a share of future revenue, and even those who find paying assignments should conduct some basic market research before accepting one. Checking out who is bankrolling a new site, if working writers have any knowledge of the site and if there are any warnings about working with a particular site is just common sense. Also, new websites may not offer writers full contracts with their assignments, so getting specific terms (word count, payment, deadline, etc.) written in at least one e-mail is important too.
2. Know Your Audience
Websites measure their success by their readership ("traffic"), and traffic is generated to a particular page by the information offered there. This information must be specific and relevant to readers. More than anything else, however, this information must be presented in a way that will hold the readers' attention. Web writing is often less formal than other types of writing, so tapping into slang and jargon is usually acceptable. Writing in chatty, conversational tones and using "you" throughout can also make the information more personal and entertaining for readers, keeping them glued to the site.
3. Keep It Short and Simple
Web readers are lazy readers. They don't want meandering explanations and they don't want to have to work for their information. Cater to these preferences by keeping your Web writing short and simple. Use basic vocabulary when possible, break text into short sentences and arrange these sentences into short paragraphs with distinct subheadings to make manageable chunks. Though they might be willing to read pages of text in hard copy, Web users faced with pages of text online may well click right on through to another site that looks less daunting.
4. Use Short Arrangements
The division of text into short paragraph means that Web writing lends itself particularly well to writing formats that cater to short arrangements. Top ten lists (like this one!), A -Z encyclopedia arrangements, dictionary and glossary formats and even bullet points are all great ways to keep information organized and well managed on a website. When these formats are combined with images and graphics, such as videos, pictures, charts and graphs, they are sometimes referred to as "charticles. Even if Web readers don't know what they are, they still love them!
5. Invent Eye Catching Headlines
The Web is full of things to look at. Blinking ads, scrolling text, photo galleries, videos, colors not found in nature -- it can be hard for any actual writing to compete with these bells and whistles. But an eye-catching headline can make all the difference in the few seconds it takes a reader to decide which link to follow next. A word of warning, however, don't try to fool readers with headlines unrelated to content in order to get them to click through. Readers who follow a headline for "Easy Eggplant Recipes" only to wind up at a ringtone ad will be readers who never visit that site again.
6. Link, Link, Link
Links make the Web go 'round, and while there may be some Web editors who ask writers not to link to external sites, the vast majority of Web writers become pros at hooking their content to further information. After all, one of the biggest benefits of reading something on the Web is that more detail is just a click away. The best Web writers also know that when they add links to their writing they should make them specific rather than simply stating "click here" every few lines.
7. Search Engine Optimize
Search engine optimization is the process of attracting traffic to a website by having a site turn up early in a string of search results. This can be done by repeating search terms throughout the writing and by adding keywords to pages that search engines will recognize. Experienced Web writers will add these search terms to headlines and subheadings, pepper common synonyms throughout the text and even add different spellings (for example, British English spelling on an American site) to help more readers find their words of wisdom.
8. Make Your Own Online Space
A Web writer without his or her own corner of the Web would be like a hat salesman without any hats -- it just wouldn't make sense. Instead, Web writers should set up their own sites or blogs and use these forums to showcase their clips and talents. The more professional these items appear the better the perception of the writer as an expert or industry leader in this area -- even if this may not be the case quite yet!
9. Harness the Power of Online Networks
Much like having a space to call home, having an online presence in the variety of business and social networks that exist can make all the difference between a Web writer becoming well know or fading into obscurity. Setting up a LinkedIn page, creating a Facebook account and checking out Twitter are all ways that Web writers can begin to network and take their careers to the next level.
10. Have Fun
If the Web is about anything, it's about having fun and following your own interests. Web writers should keep this in mind at all times, both for their readers and themselves!
Beth Morrissey is a freelance writer based in Dublin who travels the world every day via the websites for which she writes. Visit Beth online at www.bethmorrissey.comor drop by her freelance writing blog, Hell or High Water, to say hello!
