Book review: writing for the web by Isabelle Canivet-Bourgaux
Writing for computer screens is fundamentally different from writing for print. Readers do not read linearly; they scan, search for landmarks, and demand immediate relevance.
'Bien rédiger pour le web' by Isabelle Canivet-Bourgaux (Eyrolles) is the undisputed French-language reference on web writing, content architecture, and semantic SEO.
Author: Thierry P. Gaillard - A masterclass in web copywriting and editorial strategy
Éditions Eyrolles - 2014 - 714 pages - €36.35
I hesitated for a long time before buying this book by Isabelle Canivet-Bourgaux: I thought I already knew enough about good writing to spare myself 700 pages of advice on the subject! However, I changed my mind because experience taught me that writing effectively for the web is far from simple: reading on a screen is nothing like reading on paper!
The book covers a wide range of topics:
- copywriting and its conversion objectives,
- organizing content through website architecture,
- understanding target audiences,
- analyzing web analytics to measure ROI,
- defining the target keywords the site should rank for,
- content production rules,
- improving readability,
- optimizing eye-tracking "hot zones," etc.
In short, it is remarkably comprehensive!
You will find yourself returning to it regularly to pick up best practices and ultimately improve your ability to write web content that ranks, engages, converts, and becomes increasingly cost-effective to produce.
In terms of layout, the book is very well-structured: the core content sits in the center, flanked by definitions, resources, and concise explanations in the margins. It also provides a wealth of supplementary references, including books to consult, websites to visit, and clear examples that illustrate exactly what to do—and what to avoid.
I also picked up plenty of practical micro-tips: for instance, as someone who used to put ellipses everywhere, I learned that you should never place an ellipsis after "etc."
In conclusion, this book will earn a permanent spot on the shelf right next to your computer and will quickly show wear from being opened dozens of times.
About the author:
Thierry P. Gaillard - End-to-end digital project management
After working at American Express for 15 years—including six years as an IT Project Manager and eight years as Director of a 100-person profit center—Thierry P. Gaillard became a web entrepreneur, Digital Marketing Manager, and e-commerce specialist.
He specializes in web performance, branding, business negotiation, and management.
