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2. Put your most important information first
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1. Treat your web visitors like wild animals

Start My Free Course Recommended reading on writing web content: A point website checklist to avoid pesky content failures Get inspired by these 21 snazzy copywriting examples How to write a blog post.

So the copy has to appeal to them. The only thing I wonder about is.. You just make sure people get your most important messages first. Nice…I agree with everything you have said how often do you read that in the comments section. A full-size website appears to be ok for full-size tablets source. For small screens like small tablets or mobiles the need to be concise and cut text is even stronger. Research suggest that comprehension of text is lower on mobiles than on desktops because of the lack of context you can see less text at once on a small screen.

This means you have to use even shorter sentences and simpler words to get your message across. I agree with all you say Henneke. I think it was Blaise Pascal who said that. Maybe several people have said something similar? Let me know if you have some further questions? Write for scanners and lazy people. Funny but definitely true. Nowadays so many scanners around! Oh and the write the best one first? Working on some web copy re-write right now and this was just what I needed to guide me in the right direction!

This is a very helpful article. We always scans for those keywords that may have relevance to what we are searching. And that websurfers tend to be lazier than their counterparts. Hello Henneke, thanks for a very interesting article.

How does this technique work with the text to image ratio and do search engines also like to be able to scan read? Text to image ration is tricky — it really depends on what a site is selling. Search engines do pay more attention to text in headlines and subheads, so in that sense they try to mimic a human scanning a website.

Thanks for a very informative article. So easy to get carried away and write pages of text. I picked this article from about 10 I shortlisted from a Google search. Reading the article made me realise why I picked this one. Proves the concepts mentioned here. Thank you for sharing all of these tips, I agree that important points should be at the start so that the readers will capture it easily.

We should be creative, but we should not forget that we also have to be direct to the point. I liked each and every suggestions mentioned above. You got yet another reader. Your website helped me a lot for writing good articles. So… I am reading Guy kawasaki on enchantment because I know my website sucks. I Google enchantment and find your blog article on the subject. We have to make our writing work at both levels. You may find this article about turning scanners into readers useful: Thanks a lot Hanneke your advices are straight to point and a complete guide i was looking for.

It takes 9 months for a baby to be complete in a womb and ready for the outside atmosphere, with these 9 tips I feel ready to deliver that on my website. Went through the whole article and I appreciated that you actually used your recommendations within the article itself. Thank you for the advice. One additional idea for this site could be making use of the width of the page I need to zoom out or scroll like crazy to scan the article.

Working on a new informational site for a service industry my husband and i are starting locally. Every point you mentioned is part of the big game of creating content that makes you stand out from the crowd.

Very useful information Henneke. Thank you kindly for sharing. As a newby, this whole web content exercise is a bit overwhelming but your article offered amazing techniques and tips. As someone who is just beginning to look into writing for a website, I had to look up what SEO meant… would have been nice to have the acronym spelled out in the text unless it is and I missed it.

I LOVE the metaphor about web readers being animals. The first site in my Google search for web writing was terrible. The points either addressed writing rules in general or claimed rules true of print writing but not of web writing. But it inspired me to write! Yes, I agree with you that print reading might becoming more similar to web reading. I completely agree with the fact that reading a book and reading something on a web page is very different from each other.

I am a content writer myself and few points mentioned here are sure to be helpful in my future work. This article works to me as like a bible for new web content writer. I used to write thousands of word on my web page but could find any significant amount of visitors, after reading this article i have decided to wash my brain again and it works superb.

I am one of the lazy type people who just scan around. I am a newbie in website content writing and have been assigned such task. This article will definitely help. I am a content writer too. Reading this article makes me feel I know nothing about content writing. I will follow the steps shared in this article. Thanks so much Henneke.

I am day 1 brand new to the world of web writing,etc. After reading verbatim all the post from I am amazed at how simple you make this sound. I am not sure what to specialize in at this infant stage, but I have one very important question…Can you suggest if and how I should proceed be it buying a course outline about copywriting or are the enough free websites willing to offer their knowledge and experience to beginners like me.

Any advise and or guidance is gratefully appreciated, thank you! Doing a writing course may accelerate your learning, but only if you find the right course and tutor. You can learn a lot from studying good writing.

This was an excellent post. A large number of digital marketers will benefit from it as important aspects of content creation has been discussed in details. This article can be an efficient checklist for proofreading. It narrows things down nicely and also helped me to realize that my article could use some trimming up. Thank you so much, I got a lot out of it. And I do agree that my notes from this will make a wonderful proofreading tool.

We expand by adding examples, details, and quotes to make sure our article has substance , and then we edit to cut redundant words and sentences. I especially appreciate that your blog follows the advice you supply. Gotta love folk who spread the good word about effective content design. I lead the web editorial team for a government department. My role is to ensure web content is optimized according to the specifications and style guidance laid out in government policies and directives.

These policies are based on usability, findability and accessibility. Your blog echoes the guidance and web best practices that I implement on the daily. However, I disagree with one bullet point. Content creators should use bold text sparingly to emphasize particularly important words and phrases. If overused, it loses its effect, and the user will stop paying attention to your bolding as they scan the page.

Perhaps elaborating on when and how to use bolding would be helpful. I would extend the same argument for highlighted text.

And in this case, depending on how you use it and why, it may be exclusionary to your users who are colour blind if the colour is meant to convey meaning. Usability testing demonstrates that people with cognitive disabilities like dyslexia have a hard time digesting italics because the slanted text seems to meld together. Their use was common practice in print to make text stand out to emphasize from surrounding content.

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That point is this — creating web content writing is a lot different than writing a 7th grade book report. Your audience isn’t an overworked and underpaid teacher with no choice but to read your reworded Cliffs Notes on Lord of the Flies. Your audience is choosing to read your content (or to head elsewhere on the web).

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