Web Writers create text content for web sites, usually as part of the site development, though they may also be involved with on-going publishing after launch. This is primarily a journalistic role, although writing for the web can be slightly different to writing for other media.

The role may overlap with those of (Search Engine Optimization) SEO Specialist¹ and Web Editor² , and at more senior levels with those of Content Strategist³ and Information Architect⁴.

During web site development, this is usually a supply-side role, found within the web agency or on a freelance basis. However, it can also be an in-house client-side role, especially where there is a need for on-going content production after launch, or where clients prefer to write their own copy.

What is the job?
The Web Writer is responsible for producing accurate, compelling copy that clearly conveys the required messages to the target audience. He or she must write in an appropriate style that is in keeping with the client's brand, or which is suitable for the purpose of the web site. They might be writing marketing material, instructional copy, factual information or narrative text, for example. He or she may also need to specify where additional assets, such as images or diagrams, sound or video, should accompany the text, and provide appropriate captions for them. In addition, it is the Writer's job to indicate any hyperlinks within the text, and to specify clearly where they should lead. The Writer may also be responsible for providing metadata, such as keywords and a short description, to accompany each web page. The job may involve writing new copy from scratch, or adapting existing material to make it suitable for the web.

The Writer will usually be working to a site map provided by an Information Architect, and may be following publishing guidelines developed by a Content Strategist. He or she may work under direction from a Web Editor.

The job can involve a certain amount of pressure, as many other aspects of the project may depend on the copy being finished and approved first. Close working relationships with other web professionals, such as Designers⁵ , Developers⁶ and SEO Specialists, may be required - although writing is a task that can sometimes be taken away and done in isolation, on many projects it happens iteratively with design and development. Within larger organisations, especially on the client-side, the role may form only a part of a wider writing remit, covering more general marketing and press activity as well as on-line publishing.

Typical career routes
The Web Writer role can start at very junior levels, though most Web Writers come from a journalistic or marketing background. Previous experience isn't necessarily required, but proven ability to write well is essential. At more senior levels, Web Writers typically move into Web Editor, Content Strategist or Information Architect roles.

Essential knowledge and skills
Web Writers need to be enthusiastic and dynamic, with strong organisational skills and able to work independently or as part of a team. They need an understanding of the nuances of writing for the web and an appreciation for the needs and expectations of users. In particular, they must understand how to write for a non-linear medium, and how to structure text so that it easy to read and navigate on-screen. A good awareness of accessibility and usability considerations is helpful.

A thorough understanding of the principles of grammar, punctuation and spelling for the language being used is essential. Being able to follow guidelines and write in an appropriate style, adhering to publishing conventions and policies, is also required. A good awareness of legal issues relating to copyright, libel and obscenity can be useful, as is knowledge of when and how material or sources need to be checked for reliability and accuracy.

An ability to identify and work within any constraints imposed by the target medium or platform, and conversely to take advantage of any communication opportunities they present, is important. Awareness of search engine optimisation techniques is valuable, as Web Writers need to be able to write copy that takes account of these while remaining attractive and readable for humans. Subject matter expertise relevant to the topic of the web site can also be useful.
Key Skills include:

Web Writer - Interactive Media

This may overlap with the Developer and Web Editor roles, since it can involve building (or tweaking) web pages and making adjustments to copy.

2  The Web Editor role is about managing the on-going publication of content to a web site – this typically involves writing and editing, coordinating contributions, maintaining navigation and architecture, and either using a Content Management System or building web pages manually.

3  The Content Strategist is about scoping and planning the content of a web site prior to its launch, including key messages, themes, tone of voice etc. This role may also involve developing house styles and documenting publishing guidelines.

4  The Information Architect role is about deciding the product's features, functionality, organisation of content, and navigational structure. These may be documented through wire-frame diagrams, site maps, and/or detailed functional specifications that together serve as a design brief and technical blueprint.

5  The Designer role is about designing the overall look and feel of the product – at it's simplest this is a case of visually 'skinning' a wire-frame design produced by the Information Architect; in more senior roles, or in smaller teams, the Designer is more likely to be involved with devising interactivity and information flow, hence the roles often overlap or are merged.

6  The Developer role is about building the product, typically using authoring tools (e.g. Director, Flash etc.) and/or scripting or mark-up languages (e.g. JavaScript, ActionScript, Lingo, HTML, CSS etc.); by contrast, the Programmer role tends to be more concerned with higher-level coding.

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