The reality is that eWriting is a little more technical than writing something and sending off a copy by email or in the post and leaving it up to others to publish. There is little chance of escaping the need to understand how the web works, how web sites are made and found and what a blog is, what it can and can’t do. As a proponent of ongoing education and learning I believe all eWriters need to keep pace with the Internet and how to make the best use of it. You don’t need to become a code writing expert, but you should know what html means and xml and what role they play.
Your web site or blog will benefit from knowing how SEO is applied by the different search engines and what it is they look for when they rank your site. Your page rank dictates where your site is listed when someone runs a search using key words. Writing your content to make best use of this is a skill you should achieve. Fonts, spacing, colour and sizing all affect the web page. Accessibility is another factor and this refers to how people actually see your page. Many don’t and rely on programs that convert text to speech. They might see blurry shapes and colours or nothing at all. Or they can see everything but it is jumbled up. If people with these problems are in your target market demographic then it pays you to learn how to design and present your web page so that they can understand the content. What about speakers of languages other than English? Do you offer a translation option so they can read the page in another language? This might make a huge difference to your success but keep in mind many of the free translation programs translate your page into gibberish! Have a native speaker check out any translation you haven’t hired someone qualified to prepare for you.
If you are not very technically inclined do not despair. There is someone out there who is and they will be glad of the work you can put their way. You usually get what you pay for so go for results and not lowest price. Paying a little more very often brings in a much greater return than the difference between what you can afford and the lowest bid.