August 21, 2012
/ by Brandon Andersen
Graphic by Brandon Andersen
Writing for the web is tough. Your audience is distracted and you need to make your story stand out. Here are 10 web writing guidelines that keep your audience engaged.
Most people on the web scan your page. They don’t read it. Usability expert Steve Krug says that you should write your web copy and then cut it in half. Once you’re done cutting it in half, cut it in half again.
Get to the point because every 100 extra words only gets 4.4 seconds of attention. So make those words count!
Your keyword should be the thing people came to read about. Make sure people can spot it quickly so they’ll stay on the page. This is a common mistake bloggers make.
You’re not writing a thesis or a literary novel. Break things up into sections to make them easier to digest. Break up long paragraphs by keeping them to just a few sentences each.
People are scanning your content. Use sub-headlines that are direct to grab your audience’s attention at a glance.
Quick facts are easy to digest and share with others. It adds a level of engagement to your content and gives the audience something to remember. By the way, people read 25% slower on a screen compared to print.
A visual can convey a lot more than just words. Use them to clarify points and break up blocks of content.
Think inverted pyramid. Hook your audience in the first paragraph by telling them what the page is about.
Use terms that your customers and prospects will know. Jargon confuses people and can lose their attention quickly.
Referencing an old article on how to write an optimized press release? Link to it.
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