Website visitors don’t read web articles like they would printed text. Writing for the internet requires stepping out of the rules print writers are familiar with, and changing your habits.
If you only take one piece of information from this article, it needs to be this:

WEB CONTENT IS NOT READ

Users typically scan for information. They skim the pages looking for highlighted keywords, meaningful headings and lists. They will skip everything that does not look instantly relevant to them. Your paragraphs of perfect content convincing them to stay aren’t even registered. They just want to make a quick decision about how relevant your content is to their needs.

Your visitors consider two things:

  1. Does your website have what they are looking for?
  2. Can they find it easily?

It is your job to make sure they can:

  1. Find it
  2. Action it
  3. Share it

BE CLEAR AND CONSISTENT

Know who you are and what you do before you start writing. It will make it much easier to:

  • Create a clear and consistent message
  • Stand out and be found
  • Write persuasive content
IF PEOPLE ONLY GLANCE AT MY WEBSITE, HOW DO YOU I GET MY MESSAGE ACROSS?

USE HEADINGS AND GET TO THE POINT

Headings very quickly grab readers’ attention. You should use short, catchy headings to give people an idea of the contents of your writing before they start to read through it.

Your customers need to know the big picture first. You need to let them know what’s in it for them from the very first paragraph. You have a very short period of time (about 3-5 seconds) to grab a reader’s attention before they lose interest. Respect their time by getting straight to the point. They might even respond by taking a look at your site beyond the article you’ve presented them with.

A WEB PAGE IS NOT A BOOK

There’s no need explain what you’re going to discuss, present an overview, and draw your conclusion at the bottom of the page. There’s no time to build intrigue and suspense. The most important point needs to be stated first.

KEEP YOUR WEB CONTENT AS SIMPLE AS POSSIBLE

  • Use short headlines
  • Change lengthy paragraphs into bullet points
  • Highlight, make text bold or use italics for emphasis
  • Replace or complement text with images or videos
  • Add whitespace

WRITING FOR SEARCH ENGINE OPTIMISATION (SEO)

This approach also