It may seem logical that good writing is good writing no matter where it ends up being displayed. The truth is that when you write for the web, you should be aware of several key elements that differ from traditional print writing. If you ignore these suggestions, you risk losing the very audience that you hoped to bring to your web site.

The main thing to remember when writing for the web is: "Keep it short and to the point." The web is an environment of immediate gratification. People can move on to another site in an instant, so when you write, keep it tight. Don't write flowery, marketing text in hopes of wowing your audience. Don't write paragraph after paragraph of text to explain what could have been illuminated in one paragraph. Overall, people go to web sites and "scan" over each page to find what they are looking for. They are not in the same mood they are in when they park themselves in the recliner with a cup of coffee and a good book. The web allows people to find information fast. So help your readers by getting to the point quickly.

Of equal importance is writing descriptive headlines and subheads. As you would write an email subject line, keep the text short but descriptive.

Here's an example. If you were about to talk about the ways you can eliminate spy ware from your computer, you might write these headlines:

"Get Rid of Spy ware"

or

"Ridding your PC of Spy ware. The Tools and Tips to Fight the Battle"

The second headline provides more information on what the user will discovers should he/she read the text that follows. The first headline is somewhat vague and a person may not be convinced the answers they seek are even on the page. Think hard about making your headlines and subheads short yet descriptive.

The web is also a medium for you to use a more relaxed writing style. The style can be more conversational, and splashes of humor are not frowned upon. The web is a new and exciting place and people expect a more light hearted writing style then, say, a reference manual or text book. Use this to your advantage. But don't let misspellings, bad grammar or punctuation problems creep into your text. Relaxed doesn't mean sloppy. Review your content carefully, and take the time to make it right. Think of it this way, if a site owner can't take the time to run a spell check on their web site, how well can they provide the solutions they are offering?

Writing for the web is different than for paper. It's a new style. Take the time to learn it, and you will not regret it.

Paul Kaufman is the owner of a North Carolina-based Web Design and SEO Company, Kaufman Web Design. Visit Kaufman Web Design (http://www.KaufmanWebDesign.com) for more information on Search Engine Optimization, Internet Marketing and Web Site Design.