Writing for the web is different than writing for print. People read differently on the web.
They scan text looking to pick out information rather than read your article word-for-word.
Here are some simple guidelines for making your content scannable:
1. Start with your conclusion.
This is called the “inverted pyramid” writing style. Most people will only read the first paragraph of an article anyway.
2. Keep it short.
Most web articles are 600-800 words. Keep the most important information “above the scroll” since most readers do not read to the end of the article.
3. Use headings, subheadings and highlighted keywords to make your text easy to scan.
4. Keep the article to a specific topic.
Cut any sentence that doesn’t directly relate to your point. Develop one idea per paragraph.
5. Limit anecdotes and examples to one per topic.
Again, most people won’t finish the article anyway, so cut the fluff.
6. Use lists and bullet points.
Help the reader find the information they are looking for.
7. Use hyperlinks. Links to other sites and source material increases your credibility.
You’ve done your homework! And you can keep your articles shorter if you provide external links to background information.
8. Don’t rely on adjectives and adverbs for punch.
Say “dashed” rather than “ran very quickly” or “finish” for “successfully complete”.
Remembering the way your readers use the web will help you write effectively and will get your articles noticed!
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