Ten Online Writing Tips

1. Don't forget the basics.
For some reason, a lot of people forget rules of basic grammar when they start writing for the Web -- capitalization, punctuation, etc. Don't be one of those people. Be especially careful with header graphics.

2. Don't sacrifice quality for speed.
DO break stories on your site; DON'T put slipshod stories up there (and DON'T think you can "always go back and fix it later.") Going for speed at all costs is a no-win game, because somebody with fewer standards than you will always beat you. (See: F_ckedcompany.com).

3. Online writing = a cross between broadcast and print.
Online writing should be tight, punchy and to-the-point -- like TV writing -- but should have some of the literacy and depth of print writing.

4. Remember, surfing is ACTIVE, not passive -- and clicking is an INVESTMENT.
Clicking on something is an investment in time and energy; make sure that you do everything to help your user know what he's getting into. This means labeling multimedia elements as such, taking users directly to the page they want to go to (instead of to the section page or whatever), etc. Don't put in a confusing navigation in some lame hope of jacking up pageviews.

5. Headlines are extraordinarily important on the Web. And don't bury the lead!
Chances are, the headline of your story will also be the link to it -- so make sure it's both intriguing and explains what the story's about. Anecdotal leads don't work too well on the Web -- not a lot of people have the patience to get through them.

6. Break up the text with bulleted lists, sidebars, pull quotes, etc.
Give your users' eyes a break! If you're putting up a long story, try putting some fo the text in sidebars, bulleted lists, infographics, etc. Giant blocks of text are boring and off-putting. NOTE: This is a quick and easy way to spice up "Shovelware."

Should we break up the text into multiple pages? Good question. What do you guys think? (See: Salon.com).

7. Know your tools, and plan your story around them -- beginning with reporting. Also, know when NOT to use them.
From the story's inception, think about what you can add to it; any intriguing video or audio clips? Any pertinent documents worth scanning and posting? Perhaps a simple Flash illustration? But don't fall prey to "Ooh, this is cool!" syndrome; if you're putting up a multimedia element, make sure it's for a good reason.

SOME GOOD EXAMPLES:
http://www.apbnews.com/crimesofthecentury
www.drudgereport.com
www.instapundit.com
http://www.thesmokinggun.com/
Blackhawk Down

8. Give people the choice of different levels of involvement.
Make sure the basic idea of the story comes through no matter what -- whether the reader just reads the first paragraph, whether he just reads the story and doesn't click on the video clips, etc.

9. Don't fear the link! But DO make sure you're linking to responsible sites.
The idea that you'll lose readers if you link to other quality websites is just silly -- if it IS a legitimate concern, than maybe you should think about the quality of your company! But do be careful to only link to responsible sites -- remember, you're basically endorsing them. Opening up external links in new browser windows is a good idea. And don't forget to link to other stories on YOUR site!

10. Avoid editing the story too much once it's up.
Go back and fix typos, libel issues, etc. But if you have enough new content to justify a major update, it's best to put in a new story -- otherwise you'll just confuse people.