Writing Effective Web Content
Despite all of the advances in technology, the written word remains a powerful, effective form of communication. However, writing for the web poses new challenges; primarily because readers on the web are often approaching what they are reading with a different mindset and expectations. These tips are intended to assist professional copywriters with leveraging their skill and expertise when writing for the web.
Web readers are on your site to DO something.
Web content is rarely used for passive content. The reader wants to be able to do something with the information they have received. This is why "marketing copy" does not do as well on the web. Instead, provide information - something to learn or something to do.
Web readers are scanners.
Studies show that the reading track for the web is entirely different than reading off-line. Web readers tend to scan for key words (remember, they are there to do something) that match their priorities. This is why bullets and snippets of information is so helpful. In addition, try to include sub-headers or intro thoughts for each paragraph.
Create a content hierarchy.
This starts with a catchy, relevant headline. Then put the key facts or points in the first paragraph. In short, lead with your "punch line". It is also essential that this first paragraph contain the right balance of key words and SEO-friendly content (more on SEO below). Too much of either quickly loses the reader. Use the remainder of the article to flesh out concepts, provide additional information, etc.
Be concise.
Web readers are inpatient. They are there for themselves and can be quite selfish about consuming content. A basic rule of thumb is to use about half the words you would use for a print article. In addition, be sure to remove any industry or "insider" terminology. This will not only create a more concise article, it will give them what they really want.
Content Guidelines:
Headings: 4–8 words Sentences: 8–20 words Paragraphs: 3–7 sentences Documents: 400–750 words
Speak to the Reader.
It is important to remember that the reader is not there to read a message or a pitch. The best way to address this is use the word “You”. It creates personalization and shows that you are sensitive to their needs. Another helpful way to personalize content is to tell stories that use specific names of people (and photos if they are available).
Be Specific.
While they are there to learn and read, you also have a job to do. So tell them what you want them to do! The best way to do this is to write with active sentences; especially in headlines or sub-headers. Readers don t want to be sold to, but they do want to know what you are selling. If you are telling a great story about a product, be sure to provide them links to purchase.
Focus on the content, then SEO.
Your web department should have a list of key words to incorporate in to the writing of web articles. However, the best form of SEO is simply writing about what people are searching for. By putting content first, you are increasing the likelihood that your article will be forwarded to others; creating that alwayscritical viral effect.
ABOUT TRICYCLE
At Tricycle, we believe that every organization has a purpose. And that when you understand and communicate your purpose, you inspire people to embrace your ideas, purchase your products, and talk about you in the marketplace. Based on these principles, we created Tricycle - a Brand Development Firm dedicated to helping high-integrity organizations develop purpose-driven brands. Our knowledge and expertise is manifested through brand consulting, social media strategies, speaking, and publishing.
For further information or inquires please contact: Justin Foster Tricycle – Brand Development 208.841.3497 (cell) justin@thetricycle.com