To write well for the web, you have to know what today's internet users need and expect.
1. Understand how users read on the web Users read differently on the web -- unlike when they are studying a book from cover to cover. On the web, users do not read web page content word for word. They skim content, trying to get a quick impression of what it is about. They scan for the pieces they are interested in and ignore the rest. You have to understand how users read on the web, and then write content for websites in a fashion which makes it effortless for them. More about how users read on the Web. 2. Write content that is easy to skim and scan - Be direct - Start with your conclusion -- that is called the Inverted Pyramid design - Limit each paragraph to one key idea - Use meaningful headings - Use bullet points and numbered lists - Include summaries or overviews 3. Maintain your wording short and easy Be brief and concise. Reduce your word-count into a minimum. Write clearly and simply. If you are writing for an expert audience clarify your own terms. Provide your users links to easy background info, so that the most casual visitor will work out what you're talking about. 4. Know your audience Who are you are searching for? What are their needs? What will they visit you digital content to find or attain? What is their level of experience? Construct a profile of your different audience groups. Concentrate your content writing around your customers' needs and activities, not on your own or your business (user-centric content composing). 5. Engage your consumer Imagine who your consumer will be, and keep that guessed individual in mind while you write web page content for her or him. Talk directly to your user. Supply interaction. 6. Build trust
7. Test then refine your articles First test it yourself -- review web page content for the website imagining how it reads to a new user. Then test it on users to find out what works and what causes difficulties. Test your content writing on different audience groups with various degrees of knowledge. Test web page functionality in all common browsers. Test, refine, test, refine, test ... (You get the idea). 8. Help people (and search engines) find your content Organize your content in order for your website is easy to navigate. Use hyperlinks to articles on your own site and to other useful sites. Does keyword study to ascertain what keywords people will probably use to discover your digital content? Sprinkle your content with those keyword phrases, paying special attention to your article title, headings and your leading paragraph. Provide alternate text descriptions for your pictures (Google enjoys knowing what pictures mean). 9. Create the Ideal tone, look and feel When you generate web page content, aim for a unified tone, feel and look through your site. Aim for the right tone to fit your audience group as well as your subject matter. Keep the tone of your site unrelentingly positive. Use multi-media carefully -- it should improve the webpage, not distract the user. Create an appropriate identifying brand if you do not yet own one, and include it on each page and communication. Colour, graphics and the 'tone' of your dialog with the consumer all help to make a psychological effect on your users, and help to convey a more subtle message about who you are. 10. be generous with your specialist knowledge Users value expert knowledge. It can be a draw-card for visitors to your website and it helps to build credibility because it establishes you as an authority on your subject. Do not give your expert knowledge all at one time. Organize it in digestible pieces. Give a summary first, and then allow your customers Drill down for more details, that is the ideal content strategy.
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October 2017
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