Good web writing is like a conversation

Think of your web content as your part of a conversation - not a rambling dialogue but a focused conversation started by a very busy person.

Caroline Jarrett's three-layer model of forms as relationship, conversation, appearance is as relevant to web sites as it is to forms. See www.formsthatwork.com.

How often does someone come to your web site to ask a question: How do I . . . ? Where do I find out about . . . ? May I . . . . ?

In many cases, web sites are replacing phones. In many cases, the point of web content is for people to get information for themselves from your web site rather than calling.

Caroline Jarrett's three-layer model of forms as relationship, conversation, appearance is as relevant to web sites as it is to forms. See www.formsthatwork.com.

When site visitors come with questions, you have to provide answers. When site visitors come to do a task, you have to help them through the task. But, because you aren't there in person to lead them to the right place, give them the answer, or walk them through the steps, you have to build your site to do that in your place. You have to build your side of the conversation into the site.

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