White Paper Communications How To Write Killer Web Content
How To Write Killer Web Content Writing for the Web is not the same as writing for print, radio, or television. How people read and digest information online has changed the way we think about creating content. Most people will hunt (or scan) through a web page quickly, picking out key words and sentences. Only when they think they have found the information they need, or something grabs their attention, will they stop and actually read the page and/or section. In this paper we will briefly discuss how users read the Web, how we need to start thinking about content creation, and finally, we will provide some key tips for writing killer content. How Users Read On The Web Website visitors commonly have two modes of interacting with a website: Information hunting mode Reading mode When scanning or hunting through a page, studies have shown, users eyes move from left to right, top to bottom in an arc. A good web writer will take note of this and position content in the areas that are primary focus spots. When writing for the Web, be sure to remember these essential principles: Users scan pages Users pick out key words and phrases Users read in quick, short bursts Users are action oriented Users are goal oriented priority 1 priority 2 priority 3 A New Way of Thinking With this new way of thinking about content has come a new vocabulary with words like chunking, labeling, and content mapping. Chunking content is the practice of dividing and breaking content into logical groups. Some chunks are big and some are small depending on the multiple needs for a given web page. The key is to balance the needs for the different users that may visit a page. Giving users visual cues such as headings, sub-headings, and bullet points help to communicate ideas quickly.
Labeling is the practice of representing content. Just like certain words represent concepts and ideas, labels are used to represent chunks of information on web sites. About Us is a label that users immediately associate with a piece of content. Proper and consistent labeling for heading and subheads will quickly and concisely communicate to your users and eliminate frustration. Content mapping is the practice of mapping existing content from one web site to another newer one. It is the process of deciding which content chunks should be included and where they fit on certain pages of a new site. Tips For Writing Killer Content Here are some tips on how to write specifically for the Web: 1. Catch the reader s attention in the first few words. Use meaningful headlines and sub-headings. Often headings are all that users will read, so make them count. See further down for more detailed advice on this. Highlight key words or phrases. Use the inverted pyramid writing style. Start with the conclusion, follow with the details. If the page is long, provide a 1-2 sentence summary at the top of the page. Answer What? and Why? This information is important for your users. Use bulleted lists to break information into scanable chunks. Include one idea per paragraph. Be brief and to the point. To limit your word count, use the following guidelines: - Headings should be around 8 10 words Sentences should be 15 20 words Paragraphs are nice at 40 70 words - Pages should have no more than 500 words 2. Meet the user s immediate needs. In general, your web site visitor is in search of a solution to a problem. Explain why you are the solution at every step along the way.
3. Include Context. Most visitors will come to the pages on your site from search engines or referring web sites, rather than your home page. Ensure that visitors will be able to orient themselves quickly. Don t assume that they are familiar with other pages on your site. 4. Include a Call to Action. After reading a page on your site, the visitor should know how to take action on what he or she has read. Include a phone number, a link, or a form for them to take the next step. 5. Sentence fragments are acceptable. Use coherent fragments instead of simply removing words from the sentence. For example: Use Free book with donation instead of Receive a free book with donation of any amount. 6. Use descriptive links. Avoid using the all too common phrase click here. The descriptive text associated with your link (called anchor text ) should let users know what to expect when they click. For example: Use Visit our Resource Library instead of To visit our Resource Library, click here. 7. Use parallel construction. Consistent patterns in the way content is written improve readability. For example: To listen to the program on a station in your area, click the state or province you live in. To bring the program to a new station in your area, contact the station manager. To listen to the program on YourSite.com, visit Today s Program. Tips For Writing Killer Headlines Headlines are the most important part of writing for a website. Some tips to keep in mind while you write your headlines: 1. The heading at the top of the page should identify the content immediately. 2. Subheadings should make the content easy to scan. 3. Headings and subheadings should provide visual cues. They should: Be high contrast
Attract the eye Have consistent visual design Communicate the main idea of the page quickly 4. Be useful and informative. Do not use teasers, puns, or clever headlines. 5. Skip leading articles like the and a. 6. Make the first word an information-carrying word. This will help visitors and your search engine ranking. 7. Do not use the same first word to start all the headlines on home page. In some cases, move common words toward the end of the headline. 8. Make headlines self-contained. Often headlines are displayed in a list together on websites when they need to stand alone. We hope you have found this information helpful. How you think about and write content is of utmost importance to not only bringing, but keeping users on your web site. About 5Q 5Q Communications is a full-service Web Agency founded in 2004. 5Q specializes in building, maintaining, and growing online brands. We employee experienced staff from both North and South America with expertise in web and social media strategy, consulting services, SEO, usability, custom web design and development, custom application programming, and emarketing and measurement services. Our passion is partnering with mid-sized organizations and media ministries to help them succeed in their web endeavors. As a result, 5Q is privileged to partner with hundreds of clients like Joni and Friends, Revive Our Hearts, Ambassador Advertising, GoCentury, CBMC, Biblica, and the Billy Graham Center. Contact us for a free consultation. We would love to partner with you in creating a great web solution. Become a Fan of 5Q at: http://www.facebook.com/ask5q Follow 5Q on Twitter at: http://twitter.com/ask5q email: sales@5qcommunications.com