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!
Tags: Lawyer Website Content
