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Chapter 21. The Elements of Web Page Sty... > Content Is King: Notes About Writing - Pg. 239

The Elements of Web Page Style 239 In other words, the web has opened up a whole new world of publishing opportunities, and we're in "anything goes" territory. So when I say, "Content is king," I mean you need to think carefully about what you want to say and make your page a unique experience. If you're putting up a page for a company, the page should reflect the company's philosophies, target audience, and central mes- sage. If you're putting up a personal home page, put the emphasis on the personal: · Write about topics that interest you.Heck, if you are not interested in what you're writing about, I guarantee your readers won't be interested, either. · Write with passion.If the topic you're scribbling about turns your crank, let everyone know. Shout from the rooftops that you love this stuff--you think it's the greatest thing since they started putting "Mute" buttons on TV remotes. · Write in your own voice.The best home pages act as mirrors that show visitors at least an inkling of the authors' inner workings. And the sure-fire way to make your page a reflection of yourself is to write the way you talk. If you say "gotta" in conversation, go ahead and write "gotta" in your page. If you use contractions such as "I'll" and "you're" when talking to your friends, don't write "I will" and "you are" to your readers. Everybody--amateurs and professional scribes alike--has a unique writing voice; find yours and use it unabashedly. Spelling, Grammar, and Other Text Strangers Having said all that, however, I'm not proposing web anarchy. It's not enough to just slap up some text willy-nilly, or foist your stream-of-consciousness brain dumps on unsuspecting (and probably uninterested) web surfers. You need to shoot for certain minimum levels of quality if you hope to hold people's attention (and get them to come back for more). For starters, you need to take to heart the old axiom, "The essence of writing is rewriting." Few of us ever say exactly what we want, the way we want, in a first draft. Before putting a page on the