Meeting the expectations of your web reader can be challenging, to say the least. Today’s web readers are savvy, yet exceptionally busy and demand genuine, high-quality content. This is a choosy group, therefore your goal should be to target your readers and speak directly to them. Words are powerful tools and while there is a great deal of substandard writing on the web, the trend is thankfully shifting toward content full of significant information, value and importance. In short, any content published online should contain a level of relevance which raises the rank of the pages.
Differences Between Web and Print
There are significant differences in web content writing and print writing, most particularly the necessity of including keywords in your writing. Writers must first understand the importance of keywords then use them judiciously. Writing should be concise and relevant and should provide the specific information your reader is seeking. Web content must also be significantly shorter than print—the average web reader spends less than four seconds deciding whether they want to read an article on the web or not. If all they see is a vast expanse of copy, they will likely look elsewhere for their information. Headlines are critical when writing for the web as are short, simple sentences, short paragraphs and the use of bulleted and numbered lists.
Capturing the Interest of Your Readers
As stated, web readers are busy and are usually looking for specific information about a particular subject. They want to know how to do something, want to purchase a specific item, or need information about a particular subject. They want this information quickly and they want it to be easily scannable. The reader’s interest should be hooked immediately with your gripping headlines then held onto tightly with captivating sub-headlines, an engaging intro and copy that follows through on your promise. Your reader’s expectation is they are about to find the answer to a burning question, problem or issue, relevant information which will improve their life or possibly a compelling, informative article which holds their attention to the very end.
How Important are Headlines?
The headlines of an article could very well be what keeps your reader engaged until the very end. Your headlines should be so catchy and interesting that your reader is compelled to continue reading. If you can convince your reader through your headlines that they will be missing something vitally important to their life should they neglect to continue reading, then you have done your job well. Your headlines are essentially a promise to your reader and should provoke some type of emotion, inspiring them to take action. Dress up your headlines with descriptive adjectives and give your reader’s a hint of what’s to come—then deliver on your promise in your copy.
The Importance of the Introduction
Once you’ve written catchy, compelling headlines, concentrate on your introductory paragraph as it is the second most powerful element of your writing. Your intro should entice your reader to continue reading, and ideally will begin with a statistic, question or fact which your readers will find surprising, interesting or even shocking. Your intro should leave your reader wanting more, so spend the necessary time to make it great.
Your goal is to ensure you have fully met the expectations of your targeted audience by providing them the information they need while providing high-quality writing. End your articles with some sort of inspiring thought, call to action or even a metaphor which will enable them to remember what they just read, and you have met your goal.
