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Knowing how to write effectively for the web is not only a good practice, it can also improve your website traffic, usability and search engine optimization. Many traditional writing guidelines apply to both web and print. The key is in providing the right amount of information in the right manner.
Don’t assume that what makes sense to you will make sense to your readers. Create a mental picture of who your readers are and what goals they are trying to accomplish on your website. Then, put yourself in their shoes as you write.
The journalistic writing style called the “inverted pyramid” is ideal for the web. This method puts the most important information first, followed by a short summary or explanation. Less important details are left for the end.
While brevity is important in nearly all marketing communications, it’s even more important online. Research from usability and eye-tracking studies shows that:
Have a clear set of objectives before you begin to write. In other words, make an outline.
Next month in Part 2, we’ll dig into tips on writing for the web – along with a few pitfalls to avoid.