Jennie Robinson, Digital Web Magazine’s copy chief, writes oh so refreshingly about writing for the web.
Web copy is rhetorical—that is, it is meant to affect individual human beings. You’re muttering to yourself, “I know, I know,” but it bears repeating: Know what those people hope for. Do they crave candor, authenticity? Verbose, dressed-up tangents? Stash that Web writing rules checklist and make your adjustments from the hallway.
Your readers might have arbitrary expectations and unreasonable hopes, but you must make an effort to meet them if you want to get into their hearts and heads. That’s why the “rules” don’t always apply.
[Via Digital Web Magazine.]