February 16, 2010
Tips for Writing Web Content
Writing content for a web site is often the most intimidating aspect of the process. Most of us went to school and learned how to read and write. So why such the disdain? We have provided some tips to help alleviate this stressor.
- The majority of web users scan content instead of actually reading it. To use this to your advantage:
- Use short statements
- Highlight important words by bolding or italicizing them
- Use meaningful headings so users can focus on the areas that are of interest to them
- Create bulleted lists
- Put the important information at the top of the page, least important at the bottom
- Focus on one idea per paragraph
- State that idea in the first sentence of each paragraph
- Reading on the web is slower than reading printed materials. Therefore, web pages should have about 50% less content than a similar printed page.
- Clicking on links within content is one of the most commonly used features on a site. Create content that logically links to other pages in your site (especially store, free quote or contact pages). Links are more effective when the link is related to the text instead of just Click here. For example:
To learn more about our company, contact us.
- Question and Answer format can be effective. Think of questions customers might have and provide the answers. For example:
What differentiates ABC Company from our competitors?
Our customer service has been rated the best in Maryland by the Insurance Reviewers Institute.
- Web users are savvy so back up a statement with fact. Don’t just state your company is the best, back it up with customer testimonials, awards and recognition, or reviews your company have received.
- Always proofread! This content is often your company’s first impression on a prospective client.
