How to write effectively for the Web

Studies show Internet users read differently as they scan and skim rather than read text word for word. They click away if they do not find what they are looking for easily and quickly.

This tip covers 2 aspects of developing the text for your Web pages:

1. Electronic Style and Content: What the text should include — and what it shouldn't.
2. Format: How the text should be Organised

1. Electronic Style and Content

Communicate your message quickly and clearly.

• Use your keywords.
• Be direct.
  Get to the point right away. Avoid flowery language
• Put your main point first
  "Above the fold" — the part of the page that shows without scrolling.
• Tell your reader what he wants to know.
  And what does he want to know? How you can solve his problem.
• Be objective - avoid hype.
  "Just the facts ma'am" increases credibility, trust.
• Choose meaningful headings and sub-headings
  Avoid clever, meaningless ones. This will also help your search engine ranking.

2. Format

Organise your text to make it easy and fast to scan.

• Be concise
  Don't be afraid to edit ruthlessly.
• Make text scannable.
  Readers quickly scan Web pages to determine if the page is relevent before committing to reading word for word.
• Keep sentences short.
  Short sentences are easy to scan and understand.
• Keep paragraphs short.
  One idea per paragraph.
• Use headings, subheadings, and bulleted lists.
  These break up the text and make pages easier to scan.
• Be concise
  This is listed twice because it is so important.

Artisan Media can write your Web site text

With your content outline, we can develop your keyword list and write persuasive, informative Web text that sells.

At Artisan Media, we have been writing Web site text and getting the message out for over 5 years, request a no-obligation consultation here info@artisanmedia.co.uk or call us on 07980693556 to find out what we can do to help you.

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