Writing Compelling Content for the Web
Prerequisites: Although not required, I highly recommend you read Jakob Nielsen’s How Users Read on the Web.
Estimated Time for Completion: 20 mins.
Details: You will undoubtedly sense that I have an affection for the teachings of Jakob Nielsen. There is good reason for this affection, quite simply because he is the authority on web usability and has been for a very long time. Therefore, I will refer heavily to his teachings when it comes to writing content for the web. Nielsen summarizes the differences between writing for print and web as:
Linear vs. non-linear. Author-driven vs. reader-driven. Storytelling vs. ruthless pursuit of actionable content. Anecdotal examples vs. comprehensive data. Sentences vs. fragments.
Nielsen goes on to state that audiences on the web are action oriented and are looking to get things done. The web experience is interactive requiring the audience member to engage with the content and “choose their own adventure”.
When writing content for the web, you should follow these guidelines:
- Be brief and get to the point quickly because your audience is on a mission. This means using language that is specific and relevant to your offering.
- Use fragments instead of well crafted complete sentences. Although this may seem grammatically inconceivable to a schooled individual, it is important to remember that web users only read about 18% of the content on a page. So cut out the fluff and get to the point.
- Your audience will look for the information that is relevant to them. Make your content actionable and relevant to your visitor’s need. For example, if a visitor is on your site and looking at the details of a tour or activity, give them the information they will need to make a decision to book.
- Web users scan the web for keywords and phrases that peak their interest. Use highlighted keywords to draw attention to important information (just remember, make sure it IS important).
- Write meaningful sub-headings NOT clever ones. This means making sure that every word counts because if your audience doesn’t GET the sub-heading immediately, they will skip the section to which it pertains.
- Use bulleted lists.
- Stick to one idea per paragraph and make sure the idea is presented first with supporting content following. This way, if your visitor understands the idea they can skip the additional content and move on to the next pertinent point.
- Try to use about half the number of words you would normally use when writing for print. This will differ depending on whether you are writing tour and activity descriptions and itineraries versus a blog post about a customer experience.
- Avoid “marketing-speak”. Statements like “Best tour in town” or “the most amazing views” turn readers off because they come across as unauthentic. Be honest with your descriptions.
- Credibility is key in your writing. If you are writing testimonials or referring to third party sites, be sure include the referring links. If you don’t reference the source, chances are your audience will and they won’t appreciate your opacity.
Outcome: If you are successful at completing this daily action, you will understanding how to write content that is relevant for your web audience.
Photo Credit: Henning Witzel
