Web content writing differs significantly from content writing for print media such as newspapers, magazines, brochures, and others. When writing for the web, you have to remember that your readers have short attention span and are often too busy to read long pages of stories. Keeping this is mind, you have to adjust your web content according to how they read and what they actually want to read.
Web content can make or break your online marketing strategies. Here are ways on how to make web content writing work for you and your brand.
Identify your objectives
Like any other web project, identify first your primary objective in creating web content. WHY you need to write will help you figure out WHAT you need to write.
Focus on short, scannable content
This is a good strategy for advertising-driven websites that sell impulse buys. On the other hand, if you want people who really need a solution, focus on comprehensive coverage. People who really need something are the highest-value users because they are more likely to convert into paying customers.
Remember to use scannable text formats:
- Meaningful subheadings
- Highlighted keywords
- Bulleted lists
- Shorter paragraphs, where one idea per paragraph
- Pyramid writing style, where conclusion is written at the start
- Half the word count (or less) than conventional writing
Know what the user wants
Your web content must be brief, so get to the point quickly. In addition, web users want actionable content, so you have to tell them what to do to solve a problem. Finally, your website must support the user’s personal story by condensing and combining vast stores of information into something that specifically meets the user’s immediate needs.
How to make them stay?
Make a content copy that will make your users stay on your website! How? Convince them that the site is worthy of their time and attention. This means that you shouldn’t only have good information, but they should also be able to find it quickly. Once they arrive, make it easy for users to find even more good stuff, so that they stay rather than go elsewhere.
Finally, credibility is important
More than the textual content, use high-quality graphics, good writing, and use of outbound hypertext links, as well. Links to other websites show that you as author have done your homework and are not afraid to let readers visit other sites.
Web users detest promotional writing style with boastful and exaggerated subjective claims such as “hottest ever” or “the no. 1 website”. Also, credibility suffers when users clearly see that the site overstates. To demonstrate world-class expertise, avoid quickly written, shallow postings. Instead, invest your time in thorough, value-added content that attracts paying customers.
For more content writing tips and advice, or if you need help marketing your website online, don’t hesitate to drop us a line and we’ll be glad to help you out.