In questo articolo vorrei parlare di web writing, ovvero di scrittura sul web, sulla base della mia esperienza di blogger e content manager, cercando di fornire suggerimenti utili ad una comunicazione efficace nel web.

Per una persona, come me, abituata alla scrittura su carta stampata e ad un linguaggio tradizionale e, a tratti, pomposo è stato complesso acquisire delle nuove tecniche di scrittura che fossero efficaci nel web in quanto il web writing si basa proprio sul togliere ciò che è inutile lasciando in evidenza il nucleo essenziale del messaggio.

Le parole chiave del web writing sono:

  • chiarezza: linguaggio semplice, pochi giri di parole e niente metafore; contenuto leggibile e comprensivo; no ad aggettivi ed avverbi superflui e alle ridondanze dei concetti;  
  • concretezza: arrivare al punto dell’informazione che si vuole fornire, accompagnandola con esempi pratici chiari all’utente;
  • testo conciso: condensare le informazioni essenziali basandosi sulla velocità di lettura dell’utente. Utile è servirsi di “àncore” visive (chi conosce come lavoro sa che utilizzo il sistema delle “àncore” anche nel metodo di studio): nel testo scritto sono il grassetto, il corsivo, il sottolineato mentre nel web diventano hastag ed emoji. Non è da sottovalutare neanche il concetto di navigabilità nel web e, per questo, consiglio l’utilizzo dei link ipertestuali per approfondire l’argomento;
  • tone of voice unico, coerente e riconoscibile, quindi facilmente attribuibile all’autore: ogni aspetto del tono di voce deve rappresentare un valore;
  • utilizzo di un titolo accattivante per il target di utenza che si vuole raggiungere;
  • utilizzo di verbi in forma attiva perché, essendo più diretta di quella passiva, dà energia al testo evitando di appiattirlo;
  • non accontentarsi della prima stesura perché la semplicità di un testo non si ottiene immediatamente ma è il risultato di un lavoro paziente di riscrittura, di limatura, potatura di rami secchi e di ritocchi.

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