Table of Contents
Should Professional Writers Know About Web Design?
Purposes of Websites
Choosing a Website Builder
Common Problems to Avoid
Final Checklist
Purposes of Websites
Choosing a Website Builder
- E-Commerce Website Builders
- Logo
- Mission Statement
- Colors and Tone
- Focus on the Purpose
- Identify Your Audience
- Consider the Competition
- Web Writing Style
- Elements of Effective Web Design
Common Problems to Avoid
Final Checklist
Should Professional Writers Know About Web Design?
Tom Johnson, author of a great professional writing resource, I’d Rather Be Writing said, “About the only reason you wouldn’t need to know anything about web design or development is if you’re creating books in an attic.”
It is a common misconception in the business world that creating websites is outside the job description for professional writers. However, professional writers are increasingly expected to know how to create websites and use software.
These instructions will discuss various principles of creating effective websites. Included are recommendations for website builders and popular software. There is also advice on getting started, understanding your audience, using web design techniques, and applying web writing style.
It is a common misconception in the business world that creating websites is outside the job description for professional writers. However, professional writers are increasingly expected to know how to create websites and use software.
These instructions will discuss various principles of creating effective websites. Included are recommendations for website builders and popular software. There is also advice on getting started, understanding your audience, using web design techniques, and applying web writing style.
Purposes of a Website
Websites can have different objectives. Websites can promote and sell certain services or products, provide information, or offer entertainment to the users. Whatever the purpose, there are effective and ineffective ways to create and design these websites. An effective website must be clear, navigable, appropriate for its genre, and benefit its users.
Choosing a Website Builder
There are two common methods in building a website.
First, is the use of a website builder. This is the more user friendly option for beginners since the web builder provides templates and all the necessary tools needed to create a website. It also handles all the technical parts of running a website. Once the website is ready to publish, it will host the website on its server.
Most website builders also offer free plans. But for more design options, advanced features, storage, or freedom over your website (including a customizable domain name), you can pay money to upgrade your account. If you are building a website for a company, ask them if they are willing to pay for the upgrades.
For those completely new to web design, consider using one of the popular website builders listed in the link below.
First, is the use of a website builder. This is the more user friendly option for beginners since the web builder provides templates and all the necessary tools needed to create a website. It also handles all the technical parts of running a website. Once the website is ready to publish, it will host the website on its server.
Most website builders also offer free plans. But for more design options, advanced features, storage, or freedom over your website (including a customizable domain name), you can pay money to upgrade your account. If you are building a website for a company, ask them if they are willing to pay for the upgrades.
For those completely new to web design, consider using one of the popular website builders listed in the link below.
The second option is to use a web-hosted server. While a website builder is more of an all-in-one package, using a web-hosted server leaves more of the actual creation and technical responsibility of the website to you.
You will pay for a domain name, build the website on a platform (an online system that can be programmed and customized), and then rent out space on a web-hosted server for the website to be stored and go live on the Internet. Paying money to have your website stored and go live on a web-hosted server is essentially renting out space on the Internet. Using this method gives you more freedom and design control over the website, resulting in a beautiful and professional website. However, it is the more expensive option, falling anywhere between $10-$50 a month.
With this option, it is helpful to have experience with coding and web design since it is required for more of the technical work.
You will pay for a domain name, build the website on a platform (an online system that can be programmed and customized), and then rent out space on a web-hosted server for the website to be stored and go live on the Internet. Paying money to have your website stored and go live on a web-hosted server is essentially renting out space on the Internet. Using this method gives you more freedom and design control over the website, resulting in a beautiful and professional website. However, it is the more expensive option, falling anywhere between $10-$50 a month.
With this option, it is helpful to have experience with coding and web design since it is required for more of the technical work.
E-Commerce Website Builders
Many websites are e-commerce websites that sell products or services for a business. Most website builders have e-commerce capabilities, such as adding a small online store. However, some of these can be very limited in their options and effectiveness. There are website builders that are centered more specifically around e-commerce, some which have already been mentioned in these instructions. We recommend the five popular options inlcuded in the list linked below.
Designing the Website
When getting started with web design, it is important to spend time working on the main details that are first noticed on a website. These include logos, mission statements, colors, and images. As stated by Steve Jobs, “Design is not just what it looks like and feels like, design is how it works.” In creating an effective website, design is one of the most important elements to consider because it is what every person who visits your site will notice from the beginning.
Logo
A logo is the identifying label of the website. It is what the users will first see and will hopefully remember. When creating a logo, there are different brand generators that can be found on the Internet to help you in the process. The first 5 or 10 generators searched on the Internet are all free. That sort of freedom makes it easier to check another thing off the to-do list in website design.
Mission Statement
A mission statement is a direct summary of the purpose and goals of, in this case, a website. When creating a website’s mission statement, or a mission statement in general, people often push it to the side. Many think it is unimportant, but in reality, the mission statement is the way in which your website is branded (see Article by Wendy Maynard).
There are websites that will help you create an effective mission statement since it is one of the key identifiers of a company or a specific brand. It is important to clearly define your purpose in a mission statement or no one will understand what you are striving to accomplish with your website.
There are websites that will help you create an effective mission statement since it is one of the key identifiers of a company or a specific brand. It is important to clearly define your purpose in a mission statement or no one will understand what you are striving to accomplish with your website.
Poor Mission Statement Example:
“To create a shopping experience that pleases our customers; a workplace that creates opportunities and a great working environment for our associates; and a business that achieves financial success.” (Minda Zetlin, “The 9 Worse Mission Statements of All Time.”)
This is Albertson’s mission statement and on the list of 9 of the worst mission statements of all time. Albertson’s is a grocery store, but you wouldn’t know that by simply reading this statement. When writing mission statements, avoid dull, vague, jargon-filled, and rambling sentences.
Good Mission Statement Example:
“At IKEA our vision is to create a better everyday life for the many people. Our business idea supports this vision by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.” (Lindsay Kolowich, “12 Truly Inspiring Company Vision and Mission Statement Examples.”)
This is a much better example of a mission statement. Unlike the Albertson’s mission statement, we know what kind of business IKEA is. Keep in mind that well-written mission statements are concise, memorable, and easy to understand.
“To create a shopping experience that pleases our customers; a workplace that creates opportunities and a great working environment for our associates; and a business that achieves financial success.” (Minda Zetlin, “The 9 Worse Mission Statements of All Time.”)
This is Albertson’s mission statement and on the list of 9 of the worst mission statements of all time. Albertson’s is a grocery store, but you wouldn’t know that by simply reading this statement. When writing mission statements, avoid dull, vague, jargon-filled, and rambling sentences.
Good Mission Statement Example:
“At IKEA our vision is to create a better everyday life for the many people. Our business idea supports this vision by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.” (Lindsay Kolowich, “12 Truly Inspiring Company Vision and Mission Statement Examples.”)
This is a much better example of a mission statement. Unlike the Albertson’s mission statement, we know what kind of business IKEA is. Keep in mind that well-written mission statements are concise, memorable, and easy to understand.
Colors and tone
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Color is another aspect of web design that needs to be considered because it can be a deal breaker. Using different shades of a similar color is easier, cleaner, and easier on the eyes.
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If there are too many colors and visual points for an eye to follow, it is overwhelming. Research has confirmed that color should be used sparingly to highlight important information throughout the website. Usually when building a new website, the focus tends to be on other elements of design, but color, like layout, is something many overuse or even overlook. In reality, simplifying the color design is easier for the eye to focus on and easier for the reader to pay attention to what is most important on the site.
Creating Website Content
Focus on the Purpose
Everything on the website should in some way connect back to the purpose/mission statement, logo, and audience. Ask yourself: If someone clicked onto my website, would they clearly know what my brand is? Whether you write an article, make a video, write a review, etc. it should connect. If you want to write whatever your heart desires, consider creating a blog instead.
Identify your Audience
As you read in the mission statement section, websites need to have a purpose before creating. To also help strengthen the purpose of the website, clearly identify the target audience. You may ask, “Can’t I create a website for everyone to use?” To put it simply, some people will not be interested in what you have to say. Find those that will and tailor to their wants and needs. Who are they? Where are they from? What do they like? In what way will your website benefit them? Are you selling a product, providing information, or simply entertaining them? (see “Step-by-Step Guide: How to Create the Ultimate Professional Website.”)
Consider the Competition
Look at other websites that have similar or the same purpose as yours. Perhaps you are creating a website for a small company. Look at other websites for small companies and see what they do. What do you like or don’t like about their website? How do they market themselves? Would you want to go back to their website again? If so, why? While your purposes may be a little similar, create your own niche that will make the audience want to come back.
Web Writing Style
When finding your writing style, make it interesting! Having a website is about making it personal and interesting to the viewers. Enjoy making sites that other people can enjoy and benefit from.
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Inverted Pyramid
When creating an effective website, use the inverted pyramid style of writing. The inverted pyramid style includes three parts: Noteworthy Information, Important Details, and General/Background Information. This way, the audience will get the most important information first without having to search through so much background information. |
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When writing for a website, keep your audience engaged. One way of accomplishing this is by having short and concise information. Short and concise does not mean it lacks the information needed, but it instead shows that you know how to tailor your writing down to the basics for easier understanding.
Creating a site with simple language and writing benefits the reader. Occasionally using bullet points also makes it easier the reader to find information. Simplicity in headings makes the reader comfortable and you, the web designer, at ease because you know that your audience is retaining the information that you created.
Creating a site with simple language and writing benefits the reader. Occasionally using bullet points also makes it easier the reader to find information. Simplicity in headings makes the reader comfortable and you, the web designer, at ease because you know that your audience is retaining the information that you created.
Elements of Effective Web Design
One of the most significant things that people tend to forget while creating a website, is that consistency and simplicity goes a long way. Consistency and simplicity in web design is easy on the eye and makes for easier internalization. This greatly applies to the colors, layout, graphics, and typefaces.
Colors
As stated before, there should be no more than five different colors within one site. It is easier for the audience to maintain concentration when their eyes do not have to transition from millions of different colors. Use staple colors throughout to maintain a consistency and simplicity within the design.
Layout
Layout needs constant attention because when words or paragraphs are changed, it can also quite possibly cause alterations within the layout of the website. Remembering layout throughout the whole building process of a website shows a certain attention to detail.
What comes first to the readers’ eyes is what should or would be the most important to the web designer. People like to read in a “F” pattern. They read what is on the top and left side of the screen. Arrange your content to follow this pattern. When going through final edits, de-clutter and take out information that isn’t needed for the audience to truly understand the point of the website itself. Simplicity has a greater effect on the reader than what we originally think when creating a website.
Graphics
Like color and layout, when using graphics, use them sparingly and make it simple. In website design, graphics should be one of the simplest components, so they can be understood by broad crowds of people. Graphics are often used as a universal tool. They add an element of understanding among many different levels of background. Graphics have the power to add an element to the design but they should not take over the simple design/layout of the entire site.
Typefaces
Typeface can make or break a site simply with the way it looks. If a reader doesn’t like it, they have to option to exit the site just as quickly as they found it. A site is not useful if the audience has to continually stare at the computer or phone screen and can’t understand what is being said because of the typeface (see article by Sofia Woods).
Some common typefaces for websites include:
Colors
As stated before, there should be no more than five different colors within one site. It is easier for the audience to maintain concentration when their eyes do not have to transition from millions of different colors. Use staple colors throughout to maintain a consistency and simplicity within the design.
Layout
Layout needs constant attention because when words or paragraphs are changed, it can also quite possibly cause alterations within the layout of the website. Remembering layout throughout the whole building process of a website shows a certain attention to detail.
What comes first to the readers’ eyes is what should or would be the most important to the web designer. People like to read in a “F” pattern. They read what is on the top and left side of the screen. Arrange your content to follow this pattern. When going through final edits, de-clutter and take out information that isn’t needed for the audience to truly understand the point of the website itself. Simplicity has a greater effect on the reader than what we originally think when creating a website.
Graphics
Like color and layout, when using graphics, use them sparingly and make it simple. In website design, graphics should be one of the simplest components, so they can be understood by broad crowds of people. Graphics are often used as a universal tool. They add an element of understanding among many different levels of background. Graphics have the power to add an element to the design but they should not take over the simple design/layout of the entire site.
Typefaces
Typeface can make or break a site simply with the way it looks. If a reader doesn’t like it, they have to option to exit the site just as quickly as they found it. A site is not useful if the audience has to continually stare at the computer or phone screen and can’t understand what is being said because of the typeface (see article by Sofia Woods).
Some common typefaces for websites include:
- Arial
- Verdana
- Helvetica
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It is generally known that serif typefaces are best for printed works and sans serif typefaces are better for reading on the web. The ideal font size for reading online is 16 pt. If using multiple typefaces, they should compliment one another. Along with being complimentary, they need to fit the tone that the website is trying to accomplish.
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Headings
With web design, you have the option to create headings, subheadings, and bullet points. This is an opportunity to organize a website custom-made to what you want and how you want to get your information across. Websites have tabs that allow you to hide information or display information with the click of a button. Make it crisp and easy for your audience to find the information quickly.
Extra Software Tools
There are various software options that provide extra tools in making websites even more effective.
Google Analytics
Google is always coming out with new resources for websites. One of the more popular is Google Analytics and it is free. Link this tool to your website, and it will tell you who visited your site, how long they visited, what pages they spent the most time on, and other useful information.
Google is always coming out with new resources for websites. One of the more popular is Google Analytics and it is free. Link this tool to your website, and it will tell you who visited your site, how long they visited, what pages they spent the most time on, and other useful information.
Adobe Creative Cloud
The Adobe Creative Cloud (Adobe CC) is a collection of more advanced software that you can use for photography, videos, graphic design, web design, etc. With practice, these designs tools can provide that extra touch to your website.
The Adobe Creative Cloud (Adobe CC) is a collection of more advanced software that you can use for photography, videos, graphic design, web design, etc. With practice, these designs tools can provide that extra touch to your website.
Adobe Illustrator
The Adobe Illustrator is one of these software options within the Adobe CC and is one of the most popular for web design. Illustrator has the tools to create beautiful art, such as logos for a website.
The Adobe Illustrator is one of these software options within the Adobe CC and is one of the most popular for web design. Illustrator has the tools to create beautiful art, such as logos for a website.
Lightroom
Lightroom is another popular tool within the Adobe CC. This software is specifically created for editing photos. It provides advanced tools to edit your pictures exactly how you want them.
Lightroom is another popular tool within the Adobe CC. This software is specifically created for editing photos. It provides advanced tools to edit your pictures exactly how you want them.
Common Problems to Avoid
Beginner professional writers may run into a couple problems while creating a website. Most of it is due to the lack of technical skill and experience in building websites.
Broken links: It is a common method to link to other materials on your own website or to other websites. While typing in a web address to link, it is easy to type it in incorrectly. Avoid creating a broken link by carefully typing in the address and make sure to include http://www in the beginning of the link.
Unsuitable for all devices: After creating a website, it may look perfect on the computer. However, that does not mean it will look great on all devices. The layout may looked skewed on a phone or tablet. Most website builders have an option to look at how the website will appear on a mobile device. You are then able to edit and move things around. This ensures that the content will look great on all devices.
Broken links: It is a common method to link to other materials on your own website or to other websites. While typing in a web address to link, it is easy to type it in incorrectly. Avoid creating a broken link by carefully typing in the address and make sure to include http://www in the beginning of the link.
Unsuitable for all devices: After creating a website, it may look perfect on the computer. However, that does not mean it will look great on all devices. The layout may looked skewed on a phone or tablet. Most website builders have an option to look at how the website will appear on a mobile device. You are then able to edit and move things around. This ensures that the content will look great on all devices.
Final Checklist
- Pick a website builder or a web-hosted server
- Write a mission statement
- Design a logo
- Choose a color scheme
- Identify the audience
- Write content centered around the brand
- Implement design principles
- Edit content to follow the web writing style
- Use extra software tools, if desired
- Check that all links are working
- Make the layout suitable for all devices
- Publish the website
Creating a website is no easy task, but is an important skill to know. Being able to use software is a critical skill in industry. This was a basic guide to creating a website and making it the most effective. Check to see if you have followed the necessary steps by using the checklist above. Once the necessary steps are complete, publishing your website is as easy as pressing a button. Most website builders have a button in the corner that says “publish”. Clicking on that will activate the website on the Internet.
Sample Website
Also found at:
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Sources & References
- "Does a Technical Writer Need to Understand Web Design?" by Tom Johnson
- "Website Builders Comparison Chart" by Jeremy Wong
- "WordPress Used On 25 Percent Of All Websites" by Matt McGee
- “How to (Easily) Create A Memorable Logo That Clients Will Love”
- "Your Company Mission Statement is the Soul of Your Brand" by Wendy Maynard
- "The 9 Worst Mission Statements of All Time" by Minda Zetlin
- “12 Truly Inspiring Company Vision and Mission Statement Examples” by Lindsay Kolowich
- “10 Tips For Designing Effective Visual Communication”
- “Step-by-Step Guide: How to Create the Ultimate Professional Website”
- “10 Top Principles of Effective Web Design” by Sofia Woods
- “An Overview of Adobe CC Apps Web Designers Should Be Using” by Ginger Gillenwater
- “8 Effective Ecommerce Software To Help You Build a Profitable Store” by Jeremy Wong
