The Secret To Writing Web Content Is Keeping It Simple
There are lots of excellent writers who could write a detailed description of modern innovations in brain surgery, but who can't write a 400 word article on why you should get your car's oil checked regularly.
Why is that? It's because we writers are trained to use big difficult words and long complex sentences.
That is "good" writing.
Web content writing has different rules than regular writing.
We need to write content that's not only informative and valuable, but also easy to read.
This doesn't mean it needs to be dumbed down, but just that it has to sustain the interest of Web surfers who are clicking furiously around the Internet looking for information.
In other words, it needs to capture their attention and hold it, and in order to do that it has to be easy on the eyes.
Short, Easily Digestible Paragraphs Your web content shouldn't look like a Dostoyevsky novel or Ben Franklin's autobiography.
Paragraphs should be short and centered around one idea.
Don't be afraid to have a two-line paragraph! People skim when they're reading web content, and it's much easier to do that when it's written in short, digestible chunks.
Subtitles For Easy Skimming Subtitles also help for skimming.
Readers are often looking for some specific key information.
Your subtitles will help them find it.
But subtitles are a little tricky because they should tell the reader what to expect but also be eye-catching in order to keep them reading.
Spend a little time on these.
Sound Like A Friend But Don't Sound Stupid The tone for web content should be conversational.
It shouldn't read like a textbook.
This, too, is tricky because while it should be conversational (like a friend's email), it should also sound authoritative.
You have to sound like you know what you're talking about.
Tighten Things Up Wherever possible you should tighten up the language.
Make phrases short and to the point.
When you have sentences connected by a bunch of ands or buts, cut them up.
You're going to lose your readers if you have page-long sentences.
Keep Your Focus Finally, from start to finish, keep it focused.
The article should have one focus or task to accomplish, and each part of it should have one as well.
Plan well before you start writing and work with an outline, even if it's small and vague.
At least know what points you're going to cover in the article.
Anyone who can write already can easily become a good web content writer.
It's mostly a matter of unlearning all of the things your English teachers taught you.
Why is that? It's because we writers are trained to use big difficult words and long complex sentences.
That is "good" writing.
Web content writing has different rules than regular writing.
We need to write content that's not only informative and valuable, but also easy to read.
This doesn't mean it needs to be dumbed down, but just that it has to sustain the interest of Web surfers who are clicking furiously around the Internet looking for information.
In other words, it needs to capture their attention and hold it, and in order to do that it has to be easy on the eyes.
Short, Easily Digestible Paragraphs Your web content shouldn't look like a Dostoyevsky novel or Ben Franklin's autobiography.
Paragraphs should be short and centered around one idea.
Don't be afraid to have a two-line paragraph! People skim when they're reading web content, and it's much easier to do that when it's written in short, digestible chunks.
Subtitles For Easy Skimming Subtitles also help for skimming.
Readers are often looking for some specific key information.
Your subtitles will help them find it.
But subtitles are a little tricky because they should tell the reader what to expect but also be eye-catching in order to keep them reading.
Spend a little time on these.
Sound Like A Friend But Don't Sound Stupid The tone for web content should be conversational.
It shouldn't read like a textbook.
This, too, is tricky because while it should be conversational (like a friend's email), it should also sound authoritative.
You have to sound like you know what you're talking about.
Tighten Things Up Wherever possible you should tighten up the language.
Make phrases short and to the point.
When you have sentences connected by a bunch of ands or buts, cut them up.
You're going to lose your readers if you have page-long sentences.
Keep Your Focus Finally, from start to finish, keep it focused.
The article should have one focus or task to accomplish, and each part of it should have one as well.
Plan well before you start writing and work with an outline, even if it's small and vague.
At least know what points you're going to cover in the article.
Anyone who can write already can easily become a good web content writer.
It's mostly a matter of unlearning all of the things your English teachers taught you.
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