Tips for writing web content

Writing for the online environment is different from writing magazine or newspaper articles. People generally have extremely short attention spans on the web – they skim through information, look for key points and headings, and won't stay long on a page if they can't quickly find the information they need. So, you need to give people bite-sized pieces of information and get to the point fast.

One of the most common mistakes people make when they try to write "SEO'd" or optimised content is writing primarily for search engines rather than for users. This just makes your content look like spam, and even if it starts to rank in search engines, it's unlikely to generate any conversions from the people who land on your site. And, as Aaron Wall says, "If people hate your writing Google hates your website."

Basics of online copy writing

Write specifically for the web, notprint. People don't read websites word-for-word, they skim and look for key words, headings & sub-headings – they want the facts, fast.

• Use bite-sized chunks of information. Break up text using headers, sub-headings, bulleted lists, quotes, numbered lists and other text-breaking devices.
• Use plain-language - avoid jargon. Use words and phrases that people actually use and will be searching for. Minimise flowery, superfluous words & industry catch-phrases. Talk to the target audience with the "keyword language" that users use - instead of industry or "ad speak" messages. Pretentiousness doesn't go down well on the web.
• Make your point up front. It is good practice to use important, primary keywords early in the body copy.
• Be yourself – informative, conversational if possible. Lose corporate speak.
• Make it flow. Short sentences and paragraphs with common words make writing flow easily. Long-winded paragraphs are difficult to read on a computer screen, users will simple go elsewhere if your writing is hard on the eye.
• Write for different demographics and personality types, depending on the article. For instance, a business traveller is probably looking for different things than a family planning an overseas holiday, or a surfer booking a surf resort holiday. Write specifically about things that potential customers will be searching for (eg, a business traveller may search for "Sydney hotels with boardroom facilities")

Some more content writing tips

• As a general rule, use active voice to tell the story, (eg., "The snake bit the boy", not "the boy was bitten by the snake.") In his classic essay Politics & the English Language, George Orwell writes "Never use the passive where you can use the active." Orwell's advice is just as relevant online.
• The inverted pyramid structure often works well on the web; not only because it gives your readers the most important information at the top of the page, that is, it gets to the point fast, but it's also good SEO practice to have your most important keywords near the top of the copy.
• Include call to action phrases to tell the reader what to do next and keep them engaged with the site. For example, if you're writing about flights to North America, you might include a call to action phrase - "Compare flights and save now" - that links to your flight bookings page.

Remember, write for users. People come to your site for a reason – give them the information they're looking for and keep them engaged with your site.