It took me a while to realize this about my own approach to Web page writing, but I have two different ways of writing.
Here they are...
First approach: I write the page as if I were writing a letter or brochure
I use this approach when I am writing a content page or a sales page that depends almost exclusively on a single column of text. No significant supporting photos or images. No charts or tables. Just one column to worry about.
In these cases I write the way I used to write for direct mail.
That is to say, I get started and put the first few lines down very quickly. And I keep writing until I hit something.
What do I mean by "hit" something?
Sometimes, as I'm writing, I'll hit the realization that I'm taking the wrong approach. It's just not working. So I pretty much scrub what I have done and start over.
At other times I'll "hit" on a much better way of expressing my message, but a few paragraphs into the page. "Ah," I think. "This is how I should have started the page." So that's what I do.
And I continue writing like that. For me, it's usually a process of two steps forward and one step back. I'm always looking back at what I wrote earlier to make sure it's working well with where I'm getting to.
With a Web page like this, I usually finish in one or two sittings. Then I leave it and take a fresh look 12 or 24 hours later, and always find ways to improve it.
The Second Approach: It's more akin to flower-arranging
Maybe that's a weird analogy. But it's not far off.
This is the approach I take when I am also thinking about the layout of the page, the position of images, the weight and emphasis being given to headings and subheadings, the relationship between one column and another, eye path... and so on.
In other words, I am not just concerning myself with a continuous, uninterrupted column of copy but also considering the design of the page and the positioning of a variety of elements.
The first thing about this approach is that I take a lot longer completing the page.
I also use the text box tools in Word to create the various columns. I add the images. I choose the font, size and color for headlines and subheads. I take very careful notice of where link text is shown on the page. And so on.
And I fiddle a lot. I play around with font sizes, paragraph lengths, the exact position of images in relation to the text.
In a way, I am flower-arranging.
And when I write the text, I write it in relation to the surrounding visual environment. I'm very aware of the likely eye path for the page. I am careful about where and when I highlight key benefits. I work hard to imagine how people will see the final page online.
I like working this way. I take much longer going over it.
Concluding thoughts...
Looking back over what I have written, I realize that maybe it's inaccurate to say these are two distinct ways of writing.
They feel very different to me, simply because in the second example I am working very much within the visual layout of the page.
But, in both cases, I'm doing the same "two steps forward and one step back" shuffle, writing and rewriting as I move forward.
And I always try to let my completed copy "sit" for at least 12 hours, and then read it through again and make changes.
