Need a Crash Course on Web Copy? Try “Nicely Said”
Writing can be a daunting prospect for many people, and the way that the internet has changed both how we write and how we read can make it even more so. But the realities of the modern marketing world demand writing that’s user-friendly and easy to understand. What’s a verbophobe to do?
Well, a good place to start is by reading Nicely Said: Writing for the Web with Style and Purpose by Nicole Fenton and Kate Kiefer Lee. I’ve been writing for years in the context of websites and content management, and this is one of the most concise, thorough, and welcoming guides to online writing and editing that I’ve come across.
What really makes this book special is that it follows its own advice. All throughout, one of the most constant pieces of advice in it is to write in a friendly way that’s similar to how you would talk – and this book does that! A lot of writing and style guides take on a more authoritative tone, and sound intimidating as a result. This one doesn’t.
Nicely Said also imagines building a website from the ground up. It even uses an imaginary small business as a recurring example throughout the book of how to write and organize a website: Shortstack Books, an independent bookstore.
As the book discusses the process of doing research, writing mission statements, creating a wire frame, implementing consistent vocabulary, and even writing error messages and terms of service pages, it uses the example of Shortstack Books as its frame of reference. Although it’s a familiar technique, it works — it grounds the advice and keeps the topic from getting too abstract.
The book also includes case studies from several online companies like Etsy and Google, and provides several examples of good and bad web copy so you know what to do and what to avoid. What makes my particular editorial heart sing is that there are multiple chapters devoted to the topic of revision and workflow — processes that ordinarily strike non-communication-types with dread.
The only problem I have with Nicely Said is that it takes for granted the way the web works in 2013 and 2014. This book risks sounding dated very quickly.
However, that’s a small caveat. This is an extremely useful resource for people in a variety of contexts, like web developers and designers, not just writers and editors.