I’m presenting yet another workshop on Writing for the Web next month, but starting to wonder if I’m using outdated information.
When I served as chief content editor for our campus-wide redesign in 2003-04, prevailing literature suggested using phrased hypertext linking in clear, concise sentences driving a listener to action. I think that’s all still important but, in a Web 2.0 world, it seems like the amount of content in actual sentence form on the ‘Net is shrinking.
Currently, our Web site incorporates three plans for linking within the body of any page:
Left/red circle: Sibling or structural links = related within directory structure
Center/green circle: Contextual links = phrases sending reader to information that sparks their interest
Right/blue circle: Related links = other pages that may interest the reader
As a creator and reader, I mostly employ/look for contextual links, but then that’s the tendency of someone who’s wanted to be a writer since I was four years old. Some others prefer navigating by structural or related links. Yet others just go straight to the search box and type in their term. All are valid ways of finding information.
But when I look at something like Facebook, arguably the top social-media presence going, the main links are structural or related. And short. Its navigation is certainly intuitive — anyone knows what links that say view photos or send message or view friends mean — but it provides a challenge, if not a full-blown conundrum, for those trying to teach others to write Web copy.
I certainly don’t think colleges should ditch Web writing in complete and grammatically correct sentences. Our primary pages should contain what we would call marketing copy (much as those words make some academics bristle) to make the pitch … but are readers becoming more accustomed to just searching for links or Twitteristic 140-character communication?
But then I took a step back and remembered that Web 2.0 is about conversations. Those conversations tend to take place in sentences, not just through posting links or photos (though links and photos can start/continue conversations). And good Web copy, like good advertising copy, should be in a conversational tone. The rise of Web 2.0 doesn’t demolish Web 1.0 … in some ways, it actually helps us understand traditional Web sites better.