Writing for the web has it’s own set of principles and is different to offline writing. The very nature of browsing online decreases our attention span. This is due to the continual distraction of thoughts, which is caused by our brains trying to process and make choices about the huge amount of information available.  So captivating attention and producing content that relates to online reading habits is essential.

Bear in mind when writing for the web that mobile is becoming increasingly the method of choice for internet browsing, with an Ofcom report suggesting on average an adult in the UK spends 2 hours 49 minutes on their mobile phone every day .  The overall time is the accumulation of quick interactions where people tend to dip in and out and scan read articles.  This has a direct affect on how to write for the web.

So here are  5 quick tips to help you write great content for the web:

1.  Know Your Audience

The first step to good web writing is to understand what your audience wants and who you are writing for?  Knowing your audience and doing the initial groundwork will ensure that you write content that is relevant and will engage the reader.

2.  Use A Headline That Will Arouse Interest And Attract Attention

A good headline is the first thing people will see, and a judgment will be made immediately as to whether a click-through is made. People want to read interesting, informative articles, knowing your audience is key to providing them with the right information.

3.  Explainer Subheadings To Break Up The Text

No one wants to read solid blocks of text,  use subheadings to break it up into important sections, this will  make the information easier to digest and is good for scan reading. As well as subheadings think about using bullet or numbered lists and visuals to break up the text.

4.  Keep To The Point

Word limitations for blogs and web articles are not set in stone however under 350 words is frowned upon for SEO purposes.  The main influence on length should be about getting across the overall meaning without limitations.  Having said that, don’t ramble, padding isn’t necessary, you’re not writing a literary piece, web content is more precise and explanatory. It needs to get to the point quickly, slow burn doesn’t work on the internet.

5.  Keyword SEO

It’s always good practice to do keyword research first, this will give you an indication of search competition and if incorporated into your content will improve the chances of being seen in SERPs.  While optimising content is important and will aid search visibility, be aware that purely writing for SEO can leave content a little flat, repetitive and uninteresting, so don’t overdo it! Plus Google will penalise you for keyword stuffing.

If you require any further help or advice on web content creation please get in touch here  Or why not take a look at our content marketing services.

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