Writing good web content requires an understanding of what makes content engaging and effective for online readers. While writing for the web is similar to writing for other mediums, there are some key differences that writers need to keep in mind to develop content that keeps users interested and on your site.
The modern internet user has a short attention span and faces constant distractions when browsing online. According to recent studies, the average attention span has dropped from 12 seconds in 2000 to 8 seconds in 2013. With so many competing for their attention, your content needs to quickly grab and hold their interest. The keys to writing engaging web content involve making it scannable, focused on the user, and optimized for online consumption.
Make It Scannable
Unlike print publications where users tend to read fully from start to finish, many online readers scan and bounce around web pages looking for the most relevant content. Your writing needs to be scannable, with clear headlines, subheads, and well-structured paragraphs. Use bold, italics and bullet points effectively to break up dense blocks of text. The goal is to guide skimmers to the most crucial information effortlessly.
Focus on the User
Understand who your target audience is and what problems or questions they are seeking answers to. Write with the user in mind by addressing their needs and pain points directly in your content. Use a natural, conversational tone to connect with readers on a personal level. Provide real value and insight rather than just promoting your product or service. Build trust and authority by speaking to the reader’s wants and concerns above all else.
Optimize for Speed
Internet users are in a constant hurry, so content needs to load immediately on phones, tablets and computers. Pages taking more than 3 seconds to load risk losing visitors. Images, videos and other multimedia should be optimized and compressed. Reduce extraneous plugins, codes and scripts. Streamline content by removing unnecessary ads, navigation and other non-critical elements. The cleaner, simpler and faster loading a page is, the more likely users are to consume its content.
Keep It Fresh and Updated
Static web pages quickly go stale and lose search engine rankings over time. Commit to continually refreshing content with new articles, case studies, updates and any other relevant material for your industry or niche. Set an editorial calendar and publishing schedule to keep a steady flow of fresh insights coming. Announce new content across social media to drive traffic back to your site. Over time, continually optimizing and adding to your content is key for building authority and trust with search engines and users.
Use Descriptive Headers
Headlines, subheads and formatting should guide readers efficiently through your content. Headers need to clearly convey what users will learn or take away if they click through. Instead of vague or promotional headers, focus on being transparent, using benefit-oriented language. For example, “5 Tips for Boosting website Traffic” is more engaging than “Marketing Content from our Experts”. Headers function as micro-commitments, so craft them to genuinely inform browsing decisions.
Break It Into Bite-Sized Pieces
Beyond short paragraphs, break up content with well-defined sections separated by headers. Extremely long pages intimidate readers and hurt readability on mobile. Instead, consider dividing content into a series of related, standalone pages if possible. Bite-sized chunks make dense topics more approachable. Readers can also come back to pick up where they left off easier versus getting lost halfway through long-form pages.
Use Bullets and Numbered Lists
Short, scannable lists aid comprehension of complex topics. Whenever appropriate, insert numbered steps or bullet point items to structure process-based or procedural instructions and recommendations clearly. Lists help emphasize key takeaways and accelerate understanding for time-pressed readers. Always write complete sentences for each point but keep them concise for faster reading.
Employ Visual Storytelling
While words remain integral, online content consumes visual storytelling even more than print. Photos, icons, diagrams and other graphics keep visitors engaged when mixed judiciously with text. They also help illustrate concepts, case studies or data faster than paragraphs alone. Consider features like video, interactive content, infographics and more for optimal visual storytelling. Just be sure any multimedia enhances rather than distracts from the prose.
Optimize for Mobile
With over half of all web traffic originating from phones globally, content must be optimized for small screens through responsive design. Load mobile-friendly format templates by default to maintain readership on-the-go. Test pages thoroughly across different devices and operating systems. Limit use of multimedia not essential to consume content offline or when connectivity lags. Write with mobile constraints like slower data and smaller screen sizes in mind.
Use Natural, Conversational Language
Instead of stuffy, salesy or technical jargon, employ an informal, friendly tone welcoming to all readers. Imagine speaking to someone face-to-face when writing and respond to their potential questions directly. Humor, personality and passion for your topic will shine through, creating an engaging, educational experience versus a marketing pitch. Keep sentences short and vary syntax to avoid lulls. Edit rigorously for any errors that undermine credibility.
Include Calls-to-Action
While readers primarily visit for educational value, provide judicious calls-to-action that tie well to their consumption experience. An example may be a relevant download, estimate request or social share prompting at logical points in the article. Otherwise valuable insights will go uncapitalized. Just avoid aggressive promotional language, clearly communicating value for the reader’s time and attention at each touchpoint.
Always Fact Check and Cite Sources
Internet users have grown savvy to unsourced or outright fabricated claims. Take extra care to verify any industry statistics, expert quotes or case studies mentioned through readily available sources. Provide full citations when appropriate to bolster credibility in readers’ eyes. Do not present mere opinions as facts. Never mislead intentionally and correct any errors promptly following verification for trusted brand integrity over the long run.
Delivering engaging web content requires optimizing how information is structured, formatted and presented for online consumption. Prioritize the user experience through frequent testing and iteration. With patience and practice, any online content creator can develop articles, blogs and other pages that retain readership and reinforce credibility in this fast-paced digital age. Now get out there and start creating top quality content!
Andrew Stroud