Having an effective, interactive website is a must for any organization. Since people tend to skim online, the key to good web content writing is to make sure visitors know immediately what the site is about and how they can benefit from the information that’s provided. It takes a blend of inviting visuals, compelling headlines and text, as well as some kind of interactivity, in order to maintain interest and assess audience response.
When writing for the web, using plain language allows users to find what they need, understand what they have found, and then use it to meet their needs. It should also be actionable, findable, and shareable.
It’s important to understand how what you are writing fits into your overall content and SEO strategy.
People read differently online than they do when they read print materials — web users typically scan for information. Studies have shown that average webpage visitors have time to read at most 28% of the words during an average visit.
People come to your website with a specific task in mind. When developing your site’s content, keep your users’ tasks in mind and write to help them accomplish those tasks, otherwise they’ll leave. Conduct market research, task analysis and other types of user research, and analyze metrics to better understand what users are looking to accomplish.
It’s important to target your audience when writing for the web. By knowing who you are writing for, you can write at a level that will be meaningful for them.