Some people think when you are a writer, you can write anything. Stephen King might be one of the best authors in the world, but he might not rank among the best web content writers. Writing for the web is a different ball game. It requires a set of skills they do not teach in school. However, if you are not familiar with writing web content, it is advisable to hire content marketing agencies or personnel to do this. Here are a few things you should put in mind when creating content for the web.
Know your audience
How you communicate with a Harvard schooled person is not the same way you do with a semi-illiterate or a minor. It is important always to determine who your audience is before you start punching words on the keyboard. Audiences see and feel things differently. Knowing your audience will help you set the tone, words and style to use.
Employ simple language
Good writers do not use complicated words or what you call big words. Simplicity is beautiful. You should always find the easiest way to say something. For example, instead of saying, obliterate in a sentence, you can say destroy. You do not want a reader to jump from your page to go to Google or pick the dictionary to check for a word meaning. You should also write short sentences. Long unending sentences and paragraphs can be boring.
Get the message across in the first paragraph
People do not read on the web. They scan through on the web pages. It is, therefore, crucial to say the essential things in the first paragraph. Throw the other details in the body to support your message relayed in the first paragraph. The easy way to do so is by employing the inverted pyramid. This is common with Journalists, but anyone can use the style.
Using the inverted pyramid, you write the most critical details in the first paragraph, followed by the essential information, then finish with other information.
Edits usually cut information from the bottom if necessary, so when you use the inverted pyramid style, you make the job easier. If you put important information at the bottom, the editor can cut it out.
Use subtitles as leads
Subtitles are like signposts in a story. And they are useful in long stories. They lead the reader to the information you want them to read. They are stop points and they call attention. Alternatively, you could use, use bulleted and numerical lists. Instead of one long page of text, organize content into labelled tabs.
It is also essential to write a short summary of the whole content.
Don’t sell immediately
People never want to feel like they are being sold to. Sales pitches can be a turn off if you get straight to it. You should give a reader some valuable content or a story they will like before you introduce the sales. Grab their attention then throw in a sales line, or what is referred to a call to action.
Provide useful images
Like the common adage, one picture speaks 1000 words. Always use pictures that will tell your story or message. A picture that portrays exactly what you are saying. Good pictures stick in mind, so if you chose a good one, readers never forget your brand quickly.
The best pictures to use are those that show action.
Every industry has inside jargons. Lawyers, doctors, engineers have their jargons, words only you understand when you are in that particular field. Never use jargons unless you’re sure everyone you are writing for understands. If you must use them, spell out their meetings in the reference section. Or you can provide hyperlinks to other articles where readers can get more background information on a particular topic.
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