Communicating on the Web

Remember you are always competing for reader attention, so keep these 5 important points in mind when writing for the Web

#1 - You only have 4 seconds!

• Consider who you're writing for and what they're looking for.
• Most online readers are on a mission, so craft content around your readers' needs.
• Think about problems they are trying to solve, or questions they might have. Offer them something useful and they may read on to learn more about what you have to say.

#2 - Keep it short, Interesting

• Short sentences, paragraphs and pages make the most of the four-second window, but don't lose your message.
• Be specific, and make it meaningful for your audience. Evoke Emotion.
• Add Pictures
• Demonstrate your products benefits

#3 - 80% of Web Users Only Scan Web Sites (they are looking for Value)

• Don't assume people will read your story straight through.
• Help readers Spot Information Quickly; organize your content with subheads, bulleted lists and boldface type.
• Add interesting content, BEYOND the main message. (If you're marketing a farm, add some recipes related to the products being sold)

#4 - Write for SearchERs' First, Search Engines Second

• Identify words your target audience uses
• Apply those words in headlines, links and boldface type. Be sure to repeat them in your web copy when appropriate.
• Maintain a natural flow and tone in your writing or you will lose your readers.

#5 - Engage your Readers - They are Multitasking; you do not have their Undivided Attention!

• Place the most important information they are looking for first
• Use natural language in your copy.
• Test it:  If you read your content out-loud and it sounds strange, they will think so too!
  You may need to rework it!

 
Happy Writing!