The Essentials of Effective Web WritingAlthough some may be tempted to argue that writing is writing, it’s important for those interested in building a website or blog to understand the ways that web writing should differ from other types of writing in order to be effective.
The average web surfer has an array of choices at his fingertips when it comes to information. Statistics show that if you’re not able to grab his attention and convince him that yours is the one he’s looking for within five seconds tops, he’s already clicked away. Make sure you keep the following principles in mind from the get-go in order to avoid this.
Provide content that’s relevant and on point.
Effective web writing isn’t about simply writing whatever comes to mind on a given day. You want to make sure that everything posted to your website, company blog, or company social networking account has some sort of relevance to your target audience. Keep things on topic.
If you’re running a website about breeding German shepherds, don’t go off on a tangent about your son’s Little League game, for instance. As good a metaphor as you may find that to be in regards to a given subject, your target audience isn’t interested in hearing about Little League and won’t be patient while they wait for you to get to the point. They want information on breeding German shepherds and that’s it.
Make your articles easy to skim.
When it comes to reading web writing, most people are going to decide whether or not an article is worth their time by skimming it quickly to get an idea of what it’s about. The more skim-friendly you can make your articles, the better! Break articles up with subheadings that give the reader an at-a-glance idea of what the article in its entirety is about. Using lists, bullet points, and short paragraphs are other techniques that make your web writing very user friendly.
Make your prose action-oriented.
People turn to websites and blogs for easily digested information on a topic for sure, but they also turn to web writing for advice. Your readers want you to tell them what to do, so be sure to use action-oriented words and concise, to-the-point sentences that flow. Avoid the passive voice at all costs, as it will quickly inspire your readers to give up and see what the next guy has to say about your topic of choice.
Enlist the aid of professionals.
If you’re a web writing expert yourself and have the time to produce all of your own written content, then more power to you! However, never underestimate the value of having the right help in your corner when it comes to a big job like maintaining a website or keeping a blog interesting by filling it with relevant, worthwhile content.
Hiring professional freelancers to help you with your workload can be a wonderful way to keep the content coming in a timely manner. This can help free you up to take care of other important tasks… like brainstorming new products or handling other aspects of managing your business. What’s more, professional web writing professionals can help add additional energy, viewpoints, and value to your overall body of content. They’re affordable as well!
Whether you decide to go it alone or move forward with your content in the company of other professionals, never lose sight of one important fact. When it comes to web writing, content may be king… but form and technique are everything.
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