Effective Web Communication
Words for wise websites and e-marketing

Curt Woolford, M.A., President, The Woolford Group LLC

Before we explore the essence of effective web communication, let’s examine the nature of communication in general. When communication is effective, the intended message is imparted, interchanged, or transmitted. On the other hand, when communication breaks down, the intended message is unclear, inadequate, or not received.

At its core, communication is similar to e-mail — it’s about sending and receiving messages. At best, we send and e-mail and we receive a reply that demonstrates understanding. Other times we send an e-mail and the response is laden with misinterpretation. Finally, we can send an e-mail and get no response at all -- we do not know if our message was received. And so it is with communication in general. Our intended messages are sent and received, sometimes with ease, sometimes with problems of misinterpretation or transmission.

There is certainly more to communication than sending and receiving messages. Effective communication has an element of quality. The messages that we communicate need to be meaningful. They also need to be respectful of our readers’ time. Effective web messages are clear, concise, organized, and engaging. They are sent after being carefully crafted and they are received with ease.

Effective web messages take more time to create than their counterparts. Clear messages are carefully constructed so they are easily understood by the intended audience. Concise messages use words efficiently, mindful that web based text is scanned quickly by the reader. Messages that are organized for the web use self-sustaining paragraphs, i.e. paragraphs that are meaningful on their own. Lastly, effective web messages are engaging – they captivate the customer.

Effective web communication is complicated because any attempt puts us at risk of miscommunication. There is a human element here. When we send and receive messages, there is always an element of interpretation. Effective web communication must minimize misinterpretation.

The prevalence of misinterpretation and miscommunication urges us to take extra time when crafting our messages. If our messages are developed with care, keeping our audience in mind, we reduce the risk of miscommunication. We can further reduce this risk by soliciting critical feedback from a trusted colleague or a quality improvement team.

Take a moment and consider the nature of ineffective websites and e-marketing. Why do they miss the mark? I have visited many sites that are poorly written, unorganized, or burdened with too much text. I have experienced the same with e-marketing. These sites and e-mails do not effectively communicate their intended message. They are not mindful of my time.

In contrast, consider the essence of effective websites and e-marketing. What makes them different from their ineffective counterparts? When I visit a website or receive e-marketing that is well organized and well written, I can relax. I can receive the message without the burden of deciphering it. Miscommunication has been eliminated because the writer or developer took the time to ensure the message is effective.

In summary, web communication is a critical component of business success. When carefully crafted messages are clear, concise, organized, and engaging, we ensure that our intended communication is effective.

Curt Woolford, M.A. is President of The Woolford Group LLC., a marketing communications company specializing in media-distinct copywriting services for print and web, and website development.