Tips for Making Your Writing on the Web More Effective
Wed, 02/26/2014 - 9:07am | by Helen Hoart
Use a conversational tone. Use “we” and “you,” just as you would if you were talking to someone. Avoid jargon and acronyms. Of course, the tone will change depending on your audience. A fashion-forward blog will have a very different tone than a health-related website from a medical practitioner. Your goal is to engage your reader.
Question and answer format can be a great way to engage your audience. If your customers already ask you questions, that’s a great place to start. Use those questions to create content that is relevant to your audience. You can bet if one person asks a question, many others have wondered about the same issue.
Don’t make your readers scroll more than three or four times. If your readers have to scroll down more than three times, break up your content with links to drop down to the additional content.
Keep paragraphs short.
A paragraph can be as short as one sentence (see above). Each paragraph should convey one coherent thought.
Use headings to help organize content on a page. Leaving headings out is like asking your readers to navigate strange territory without a map or GPS. Make it easy for them to find what they want.