It may sound harsh, but the truth is:
- nobody has enough time, and
- there is too much information on the web.
Most readers stay on your web page for 15 seconds or less.
So you have to get your message across pretty darn quick.
People Are Visual Creatures
Remember that creative writing class that you took in high school or college? Take everything that you learned and unlearn it.
Those long, beautiful paragraphs filled with lovely adjectives?
There is no place for that in your blog post.
You need to use simple words and still get your point across.
Writing for the web is more like business writing.
Lots of White Space
Long sentences and long paragraphs create “visual fatigue”.
People will take one look and say: forget it.
Keep your sentences and paragraphs short. Leave lots of white space on the page.
Use headlines to break your article into sections.
Someone should be able to scan your article and get the main idea – even without reading it.
You want them to:
- share your article
- return to your website
- buy what you sell
Make it easy for them to quickly “get” what you have to say.
Use either bulleted or numbered lists to break up your content.
Chris Lema tells us that 16 is the new 12.
16 pixels that is.
At a minimum your blog should be sporting a 16 pixel font.
According to the StudioPress website the plugin currently supports the following themes:
At this time, we support the Beautiful Pro, Daily Dish Pro, eleven40 Pro, Executive Pro, Lifestyle Pro, Metro Pro, Minimum Pro, Modern Portfolio Pro and News Pro themes, with support for more themes on the way.
Bold and Italics
To make a point, make use of bold and italics.
This will catch the reader’s eye – especially if they are scanning the article quickly.
Photos and Diagrams
Another eye-catching technique is to use photos and diagrams to illustrate your post.
Infographics have become really popular – but I am not a big fan.
Don’t Forget the Search Engines
Writing a great blog post is tricky because you are writing both for your readers and for the search engines.
As you can see, short and sweet is better for your readers – but the search engines are just the opposite.
Long wordy posts tend to do better in search – because you are giving the spiders more info to crawl.
The more you write, the more information they have to index.
It’s a paradox.
The first few lines of your blog post should be a good intro to the rest of your article.
Use it to draw your reader in and also let the search engines know what your article is about.
I’ve seen this done a few different ways.
- You can offer a summary right after the intro – so your readers can either hit the highlights and move on, or continue to read if they choose.Then expand on the points on your summary – so the search engines can get their fill.
- OR you can summarize at the end of the article.
Either way, a summary is a good way to add length and value.
How To Write For the Web
To summarize this article – writing for the web is different than writing in print.
Your articles must be written to capture the short attention span of your readers and also to please the search engines.
Make sure to use:
- short paragraphs
- lots of white space
- larger fonts
- bold and italics
- introductions, and
What Techniques Do You Use?
What techniques do you use to keep readers on your site for a longer time?
Disclosure: This article contains affiliate links.