Today I provided some copy-editing recommendations to a client who had mentioned his website, but without the “www.” part, in an advertisement.

Fact: you need not type “www” into the Internet address bar to trek from one website to another.

Reality: that fact notwithstanding, if you want to catch the reader’s eye, include “www.” in your writing, whether it’s an advertisement, business card or news release. The three Ws help the web location stand out; they also brace the reader to the fact that a URL is about to come his or her way.

Remember, too, that we live in a world of hyperlinks.

So while typing “” into your address bar will get you to the I Do, Doggone It! mass dog wedding site that I developed and maintain for Downtown Oak Park, if you’re hyperlinking someone there you still need some http and www. action so you don’t leave your audience scratching fruitlessly at the cyber-door.

By the way, in case this is the first you’re learning of the mass dog wedding, it’s a Guinness World Record attempt that’s happening on Saturday, Nov. 8th, in Oak Park, Illinois. Just click on the links above to learn more.

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