I just read a great blog post by Malcolm Davison over at Writing for the Web about how web content writers really need to think about how we design the flow of content on a page. I know when I write a website the overall design (including the graphic design) is a big consideration. As a web writer, my goal is to create a cascade of information that’s in harmony with the elements that surround it (images, navigation, advertising etc). Figuring this out helps me to decide how to structure my text.

Here are my thoughts:

• People are hunting for information when they get to a site. More often than not they’re not there by chance. They need to find the right information immediately or they’re gone.
• Headings work really well. They break up text into smaller chunks which makes it easier for people to read.
• The opening paragraph needs to be spot on. It needs to entice readers to read on. If it’s blah your visitor will click on to the next site.
• Lists are great. Especially short and succinct ones.
• Big words are a turn off and they don’t make you look smart.
• Proofread your text and get rid of unnecessary words.
• A website content style guide is a good thing. Sally Bagshaw wrote a great post about creating a style guide over at SNOBS. Putting a plan in place that covers how you handle content will save time and confusion -  especially if you’re not the only one handling it.

For me, I think one of the fun parts about my job is finding fun ways of presenting information. I’d love to know what other content writers think too. What works for you? What hasn’t worked?