Ethos, Pathos, and the Web

Despite their abundance in text, ethos and pathos also have applications to web writing.  You will need to convince visitors that your site is credible and appeals to their interests.

Ethos – Why is your site believable?

Of course, each rhetorical device depends on your site’s purpose.  For the sake of example, let’s say your site sells t-shirts.  Your site should explain your credentials.  For example:

• Your origin
  • How did you start selling shirts? When?
• Your experience
  • How long have you been making and selling shirts?
• Your promise
  • Do you have testimonials from customers?  Awards?  Guarantees?

Pathos – What can your site do for me?

Pathos can be exhibited in the design of the website – how you appeal to your visitors is reflected in how you think of their interests and needs.  For example:

• Navigation
  • Menus and options clear and accessible?
  • Intuitive, accessible info?
• Content
  • Clear content and easy to understand?
  • FAQ pages or contact forms?
• Usability
  • Complete?
  • Hassle-free?

These seem essential for effective communication over the web.  Ethos and pathos more than likely encompass more aspects of web writing, but I think catering to the user’s experience guarantees success.