Writing for the web, more than just a technique : a real strategic challenge

By Cleverwood on 24 October 2008 in Friday Session | Comments Off

Last week Laurent Kinet (co-founder and Board member of Cleverwood) gave a Friday Afternoon Session (also known as FAS) about the stakes of writing for the Web. The 15-people audience, squeezed into our small meeting room, was made of employees, candidates and curious – basically anybody’s supposed to be interested by this matter: Web editor, copywriter, marketing manager – one all should understand what happens in a surfer’s mind when browsing on the Web, and reaching your homepage.

Laurent covered several aspects of Web Writing, starting by the reader’s psychology, focussing on the fact that reading on a screen is far from different that reading a book or a newspaper: both support and context are different, and that’s the basis of everything, the key to understand that on a screen: you scan and not read.

He afterwards covered the socio-demographic figures of Web usage in Belgium, some techniques to best organise your information on a Website and to structure your text to make it, if not read, efficient. He explained the best practices on lay-outing a content page, proposing more information resources, being well-positioned for search engine spiders and using pictures.

Should you be interested in having more information or getting a copy of the presentation, don’t hesitate to contact us.

Tags: copywriting, webcopy