It is absolutely not true that writing for the Web and writing on paper is the exact same thing. These are two completely different supports, in which the reading approach and the time available also change.
It is good, therefore, if you are about to try your hand at writing the contents of your website or your blog, lay a good foundation to avoid gross errors.
Writing for the Web: 80% do not read line by line, did you know that?
80% of internet users, therefore also those who land on your content, do not read (from the screen) line by line, but “jump” from one point to another in search of the information they are interested in.
This is a very important piece of information that you absolutely must take into account when writing your content. In other words, it means you have to tandem text and graphics. One cannot disregard the other.
Infographics, visual breaks, links, explanatory images, bold and italics are all components that help and guide the reader on your content. It seems obvious to say, but never make the mistake of writing on your website or on your blog a very long text without pauses, as if it were a theme at school.
Nobody would ever read it.
So remember short texts, short periods, different subtitles that help the reader to quickly orientate himself in what he is looking for on your content and many explanatory images, because on the Web an image is often worth a thousand words.
Do you have time and want to try it?
Try also the infographic. Thanks to Canva, or similar tools available on the net, you can create small infographics for free with your texts.
To write for the Web, use the inverted pyramid
You may have already heard of it. The professional Content Writers already know this for sure. On the Web, it is written following the outline of an inverted pyramid.
What does it mean?
Begin by the conclusion (i.e. the most important information you want to give) and gradually develop the article by adding more details.
Never the opposite.
- You must immediately capture the attention of the potential reader, turning it into a real reader
- You must answer the reader’s question immediately, which is why it landed on your web page
- You do not have to get tired with digressions or technicalities in the first lines: not everyone needs to deepen
- Of course, you have to write things of interest to your audience and in line with your target
Learn from Jacob Nielsen, a guru of the so-called Web Usability and the WeserExperience:
“On the Web, usability is a necessary condition for survival.
There are many other websites available: leaving is the first line of defense when users encounter difficulties. ”
So do not allow users (which may be in the case of corporate sites or blogs also potential customers) to leave your pages because they are not sufficiently usable and because they have not satisfied their user experience.
Writing for the Web, 3 basic tips to keep readers away
Now you start to know enough to be able to write an article or a post following the right rules.
It is true that you do not always have to deal with it in person, especially if it is not a personal blog.
To write your business Web content you can hire a professional video animator or freelancer to do it for you.
The figure you need to look for is called the Web Content Writer or Web Content Editor.
However, you may need to be the founder, administrator or simply head of your company to write a text for your site, especially if you specialize in what you sell/propose.
So you must be able to write it autonomously to the best of your ability. Here are 3 other basic tips you can follow:
- Write thinking about the reader and then write as naturally as possible. You’re trying to explain to him that you can solve his problem. The question you have to ask is: does my site/article offer what the reader is looking for? Is this information that you can easily find in my text?
- Write short texts. We say 50% less than the same text designed for the printed paper. Use short periods, because reading on the screen is more difficult and also takes 25% more time. So remove information and words that are not strictly necessary
- Use only one argument for each paragraph, accompanied by a subtitle and, if possible, an explanatory image. In addition, learn how to exploit hypertext and stratify information on multiple levels, simply linking together articles (which are one of deepening the other on a particular keyword)
Now, do you want makeup? The reader is a panther in search of prey
Those who do Web Writing, Copywriting and above all Web Content Marketing know this well: visitors to your website behave like wild animals (Jacob Nielsen). They are looking for information or a product to buy, just like a hungry panther hunting for their next meal.
When a panther sniffs a trace of perfume, he quickly decides: will the scent trace lead to a good meal? And will it be an easy prey? Your Web visitors consider the same two things: does your website offer what they are looking for? And can they find it easily?
A hungry panther does not like to waste time eating a meal.
And your visitors do not want to browse your website for several long minutes to find the product they’re looking for.
They want to find it quickly.
Otherwise with a click jump directly on the next website and you’ve lost them (almost certainly) forever.
Then write to the panther who, hungry, hunts the information to satiate.
And pay attention also to the visual and graphics part: just as the Panther makes a quick decision whether or not to follow a scent trail, your visitor quickly decides if your site is useful or not.