What is it about certain web content that truly captivates the reader, compelling them to read to the end of the piece? Think of it like a spellbinding novel that you were simply unable to put down until you reached the very last sentence, then found yourself disappointed that the journey was over. Unfortunately, as most web surfers are aware much of the focus tends to be on the website design while the actual content gets thrown in almost as an afterthought. Captivating content not only engages your reader, it effectively builds trust with each website visitor.

When your web content lacks hype and offers useful information, credibility is established. Should it answer your reader’s most burning questions, they will return time after time. What writers—especially those in the early stages of their career—may not realize is the secret to incredible content is rarely genius levels of ability rather is found in structure, planning and thorough research. True, these words can sound a bit boring for the writer itching to make his or her mark on the web, but like the tortoise and the hare story, success may lie in the steadier approach.

Know Your Audience

Before you can captivate your readers you must have a clear idea of who those readers are.  This is not to say you should toss out some vague demographic about your target audience being single mothers age 20-35—although that information can be helpful. Ask yourself what those who will be looking up your particular topic are interested in. Knowing what those who land on your article are looking for can help you narrow the focus of your writing, preventing you from veering off course. It’s important that you keep up with any breaking news or changes in information regarding your particular topic—when it is clear from your writing that you take the time to stay on top of things, it helps readers trust your content. Read what other authors are saying about your subject—you will likely learn something. Of course you must never plagiarize another author however learning from their style or content is always acceptable.

Using Proven Headline Formulas

In the fickle web world, your first ten-fifteen words can count more than the 500 plus words that follow. In other words, writing captivating website content can all boil down to whether your headline and subheads grab your reader’s attention or simply take up space. Many experts feel that your headline is so important that it can actually count for as much as 50% of the success of the entire page. Yet many headlines are written in haste, more as an afterthought than as a critical piece of the overall content. While coming up with one great headline after another may seem about as appealing as going to the dentist for a root canal, there are formulas in place which can help you facilitate writing your captivating headlines.

Generally speaking, create a headline which is question rather than answer-based. Ask yourself whether your headlines evoke the necessary level of curiosity which makes your reader want to continue reading. A direct statement headline can be particularly effective as can a simple how-to headline. Since readers are generally seeking specific information, the how-to headline can assure them their questions will be competently answered. The guarantee or implied benefit headline can also be very effective however you must ensure that your finished article delivers the promise you are making or implying. Your primary headline, along with your subheads can truly make or break your web content, so give them the respect they deserve. For more information about writing website content which captivates, see part two of this article!

A shockingly large portion of web content is being written by those with no writing experience or those with no time to ensure the final product is worthy of taking its place on the Internet. While most all web content has—or should have—a specific goal to accomplish, unfortunately there are millions of words floating around in cyberspace with no clear purpose. Developing your content requires serious planning and effort if you want to ensure you fully meet the interests and needs of your target audience.

Content Purpose and Goals

Ask yourself first what exactly you want your words to communicate to your web readers. Every single page of your text should seek to accomplish a very specific—and measurable—goal, and that goal should fit into your overall strategy.  You may be trying to reach a specific demographic or your goal may be to rank for a particular keyword or phrase. When you have a clear goal in mind, your next step is to determine how you will write your content to most fully achieve that goal. Research is your next crucial step in writing great copy—research allows you to identify the angle or slant you plan to take with your words as well as decide on your targeted keywords. Aside from the obvious advantages to thorough research, such research can unexpectedly provide invaluable inspiration.

Shaking Up the Creative Process

When you have your strategy, keywords, research and a healthy dose of inspiration it’s time to engage in an idea free flow, also known as brainstorming. Try mixing up the brainstorming method you generally use to encourage creativity.  Freewriting is one technique writers used when suffering writer’s block which simply means you set a quantitative goal of 300 words, a page or ten minutes then write without worrying about editing as you write. You may be pleasantly surprised at what you end up with when you use this technique. Using a technique known as listing can also be valuable when writing web content. Simply jot down a list of phrases, single words, sentences, facts, questions, goals, arguments, etc. Your list will include all the elements you want your finished words to possess. This is not an outline, per se, rather more like making a “to do” list.

Drafting Your Final Piece

Once you have done your research, chosen your keywords and engaged in brainstorming or listing it’s time to put your words on your computer screen or paper. Web content must be both informative and engaging while clearly getting your message across. Adhere to best practices for web writing including chunking your content in short, concise paragraphs of around a hundred words. Introduce your key points through the use of highly descriptive headers and subheads. Use bulleted lists to make your text easier to read and to slow your reader down a bit. Use links in the body of your text sparingly as they can be a distraction to your reader. Put your most important facts right up front with less important details following. Remember your target audience at all times while writing, and although web content is generally 50% shorter than print content, don’t get too caught up in word length until it’s time to edit.

Editing Your Content

Once your draft is complete, it’s time for a thorough edit to ensure your piece is as crisp and informative as possible. Never depend 100% on your computer program’s spell check—words can be spelled correctly while making absolutely no sense within your context. After you’ve run spell check, engage in a human check meaning reading your words preferably from a printed page to see how the words actually flow. Web content can become immortal on the web—both the great and the extraordinarily bad—you want your content to reflect the degree of skill and care you’ve put into it.

Though most web writers are well aware of the need to keep their copy short and succinct, it can sometimes be difficult to determine just how much information is enough, how much is too much, and how much is just right. Depending on your intended audience, combining brief overviews with comprehensive coverage is often the best strategy.  The brief overviews come in the form of eye-catching headlines and sub-heads. The meat of the story must remain—but with fewer words than the same story in print.

Cutting Word Count without Cutting Value

While some writers may struggle to meet a designated word count many more find themselves consistently over the recommended word count. So how do you say everything you want to say while keeping your web content brief, crisp and informative? Write what you want to say then check the word count to determine how much editing is necessary. First take a critical look at your adjectives, adverbs, prepositions, pronouns and other descriptors to see what can be eliminated without sacrificing your content. Of course descriptors add color and depth to your writing, but in many cases some of them can be eliminated.

Next take a look at your copy for any redundancies such as using the phrase “past history.” Obviously history is in the past, so getting rid of the word “past” does not detract from the meaning. Also, it can be helpful to read your piece on a printed page rather than on your computer monitor. Many times seeing your words in print will help you see areas where you may have repeated yourself. Read each sentence with an eye toward ensuring it relates directly to your main theme or idea—you may be surprised at how many sentences are superfluous or do not relate.

When You Might Want a Longer Article

There is merit in the idea that in some cases, even on the Internet, a long article is the better choice. Think about who you are writing for when determining the perfect length. If you are writing for those who need a serious solution to a serious issue, then comprehensive coverage may be the better choice. On the other hand, if your goal is only to reach the largest amount of web readers possible, the better choice may be to focus on short content that is optimized for quick scanning. While it’s true that most web readers are in a hurry, many times they are looking for thorough research on a subject, and many times it’s impossible to be thorough and comprehensive in a short article.

Using Hypertext as a Solution to the Longer Article

The web offers you the ability to offer a short and long treatment for the same subject by offering short, simplified overviews with links to more in-depth pages. This approach allows you to give the hurried reader and the in-depth reader exactly what they need, while allowing the hurried reader to return when there is more time to find out more about your subject. Your ultimate goal is to offer your reader a value-filled experience and a solution to their problem or issue. Don’t simply assume that the only way to accomplish this task is through a very short article. Many times a longer article is exactly what your reader needs, or better still, combine the best of both worlds through the use of hypertext. Uppermost in your mind should be your reader’s needs. When you are able to thoroughly meet those needs, whether your article is short or long will be much less of a burning question and merely one piece of the overall formula for reaching web readers.