How to write for your website
1. Write for people who don’t have time to read
You are proud of your business, product or ideas. And you want to share them in all their glory.
But, just think how you read a website. You scan it. Glance at the headlines. Search for the words you are looking for. So does everybody.
That’s why it’s best to write texts that can be understood quickly. Digested easily.
Keep it short. Write in short sentences. Don’t worry to end a sentence sharply. And start the next one with a conjunction. It makes the reading pace faster and helps the comprehension.
Organize your information in easily readable bits. Like headlines, sub headlines, bullet points, lists.
Begin a new paragraph for every new idea or aspect of your content.
2. Give visitors what they want right away
Usually, people visit sites for a reason. They are looking for something specific. Know your audience. Know what they are likely to seek and point it to them straight away.
In novels all the content gradually builds up and culminates in an exciting conclusion. But remember. You are not writing a novel. So, start with your most exciting information. Think what is the most important thing you want to share. And share it right away.
3. Make it crystal clear
It’s crucial that visitors understand what you are saying. So express yourself clearly. Use familiar words. Words that your audience would use, search and recognize.
Don’t try to sound too professional, scientific or tech-wise. That doesn’t mean not to use terminology from your field. Do use key terms that best represent what you do. But help people understand them by providing recognizable references. Give plenty of examples, comparisons and analogies.
See how we did it here by comparing building a website to making coffee.
4. Be relevant
Chances are that if your website is useful, people will use it. If the content you provide is helpful, it will be found.
Stick to the purpose of your website. Remember why you are doing it.
Define your audience. Think how can you help them. What can you give them.
Imagine how your visitors talk, search and read. And organize your text accordingly.
Assume that they have already seen something like that. Provide original content. Presented in a fresh and exciting way.
1. Break the wall of text
Readers instinctively ignore walls of text. If you can’t scan it, you skip it.
So, break your content in clearcut paragraphs. Summarize the most important parts in headlines. Explain it further with subheadlines.
Lists and bullet points are your friends. It’s easier to understand steps than to dive in an ocean of information.
Highlight key words and phrases. Emphasize further by leaving space between them and the rest of the text.
Make sure that your text is organized in a way that helps the eye rest for a little bit before going to the next part. You can do that by keeping sentences and paragraphs short.
2. Keep it clean
An excess of formatting is as bad as a lack of one.
Sure, you want to stand out. To make your content noticeable and a pleasure to read. But using too many fonts, sizes, colours and special characters will have just the opposite effect.
Just keep it simple and elegant. That means no eccentric fonts, blinking words and all capital letters.