How to write for the web

Written on 23 February, 2016 by Lisa Shannahan
Categories: Online Marketing | Tags: online marketing

Unless readers are settling down to enjoy a blog or article, they are usually looking to process information as quickly as possible – and it’s the writer’s job to make it easy for them.

Whether writing for a landing page, social media post or instructions on a smart device, there are several writing tips that can be applied:

  • Adopt a concise and simple style
  • Keep sentences short and avoid complex constructions.
  • Use plain language and avoid puns and clichés.
  • Only include important information.
  • Always use active rather than passive voice.
  • Break chunks of text into short paragraphs.

Making writing readable

It’s not only the words on the page that are essential, but the way they are presented.

Recent research from Adobe shows 78% of Australian consumers embrace content across multiple screens. The report also reveals that six in 10 Australians would choose to view something that is beautifully designed over something plain.

  • Avoid fussy fonts and tiny text.
  • Include images only when they are useful.
  • Ensure images and text have a pleasing, harmonious layout.
  • Don’t use images that take a long time to load.
  • Avoid including extraneous information.

According to the Adobe report, Australian readers are likely to stop viewing or switch to a different device if the content is too long, the images load slowly or the content has an unattractive layout.

Creating trustworthy content

As always, it is extremely important for businesses to ensure their content appears trustworthy and authoritative. This is especially crucial as awareness grows about the possibility of paid reviews, biased articles or retouched photos. To build trust levels, businesses must focus on avoiding misspellings, grammatical errors and hyperbole as they create quality content.

Are you ready for the new generation of web content?