Writing Web Content That Delivers Results

You are all set with your website but even then your website is not known to your visitors, they are not buying, calling or emailing. Web content writing is very different from print writing. People on Internet read differently than that in print. There are several factors to consider before writing effectively for the website and one of which is the search engines spider. This article talks about some easy ways to increase the efficiency of the content on your website.

While viewing websites, people don’t exactly read-they scan the content. Studies have shown that people read approximately 25% less on a computer screen. Typically, they look at headings and subheadings first; then they scan for hyperlinks, numerals, and keywords. Read further to learn how to deliver the most pertinent information to a variety of web site visitors as concisely as possible, and how to pursue them in a call to action.

Web Content 101 – Succinct is Best

People read around 25% less on the Web, this fact should be carefully considered before crafting the content. Though it might sounds easy, but as you’ll soon find out, abridged writing can prove to be difficult without losing the proposed meaning. The key difference between writing for the Web and writing for print is that web content needs to be shorter. Here are some tips:

  • short paragraphs should be used
  • bullets, numbered lists, tables should be used
  • Highlight key points with bold and underline, etc.
  • Clear headings and sub-headings should be used
  • Write, re-write, edit, publish, test and rewrite

You should be more attentive while deciding the paragraph length. It’s the most important element of structure for online reading. If you’re constantly writing paragraphs with more than 50 words, you should now short them up. Use sentence fragments. Though it may look different but it’s certainly good for your online readers.

Write for your audience

Everything you do in Internet is for your audience and if you still don’t know who your audience are, then how will you reach them? You can’t just write and write, with no particular target reader in mind. Always keep the targeted reader in mind. Also identify that your web site needs to address all of your audiences (clients, prospects, investors, employees, etc.). Remember they are busy, impatient people who want information as quickly as possible. Think from an investor’s point of view, ask yourself what else would be helpful for you and then write your content accordingly.

Be direct

People on the Web are looking for information; if you help them find it with ease, they will be thankful. If you make it hard to find by hiding what you actually want to communicate in the second or third paragraph, no one may read your article at all. In fact, they will likely not revisit to your site. Research shows that it’s a general trait that web readers scan pages before they read anything, so they may scan right past your article if it doesn’t jump out at them.

This is same and true with search engines. Search engines want to see keywords in your page titles, Meta data and headings. If the search engine spiders won’t be able to index your content then your target audience will never find your information.

Headings should be short and direct

Headings are most important in web writing. Notice the structure of this article and how quickly you can scan the entire thing to find the most pertinent information. Headings should use “keywords” people commonly use in search engines. These are the words or phrases people are using as search parameters to find information related to yours. So, if you’re writing about a particular thing then include that thing in your page titles, Meta data, headers and content. You can consult a Search Engine Strategy Consultant to decide what keywords and phrases will be most effective for your website.

Add Action

Don’t try to be too descriptive in your content. Try to sell whatever you want to sell in your website. Make your audience think about some action. If you are a shopping site then have tabs like ‘order now’, ‘click here for more discount’. Add content which will pursue your target audience and have a call to action.

Proper Linking Techniques

Make sure you link to external web sites or PDF documents that contain added information. Don’t let your visitor hang at the end of your web page. If you’re making a point on Internet then you should back it up with figures, link to external web sites, and link to a whitepaper. Use ads on your website to promote extra products or services, or even place client testimonials on your related services pages. Your text should provide and encourage your audience to find “more” information if they choose to do so.


Use valuable content to your advantage. Change your site content from dull and dry, to lively in order to make your point, and effectively encourage readers to follow your call to action. Follow the hints above to write more effective content. Try to edit your content by someone else, as that will be more effective. Rewrite, edit, test and publish your content as many times as possible. This can make your content look infallible and professional

Writing Web Content That Delivers Results

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