Storified by zalbrecht ·
Mon, Nov 23 2015 14:18:38
Writing for the web can prove to be a challenging task for anyone. The last thing you want is to have your readers clicking elsewhere because they found something more fascinating. Help yourself by being concise, creating a call to action and providing lists to your readers. These three tips can help you thrive in the jungle that is the web.
USE THE 3-2-2-1 TECHNIQUE; IT WILL SAVE YOU FROM WRITING A NOVEL
The biggest and most common mistake made, is thinking that people read your article if it is the length of a novel. Online stories get scanned quickly, meaning your stories need to grab the attention of the reader and be done in a short time.
The 3-2-2-1 rule is an essential tool that allows for your information to be chunked (shortened), while giving more content to the user.
The three represents having three different subheads that allow the reader to jump to where they want to begin. They do not necessarily have to start at your first paragraph.
The first two means having two internal links that connect readers to articles within your website or page. These separate articles can give backstory or additional details.
The other two means having two external links. This way people can see that other sources are talking about the same thing. Research has shown that readers find you to be a more credible source if you do this.
Lastly, have at least one graphic. People like visuals, so give that to them.
In the tweet below, Ann Wylie, owner of Wylie Communications Inc., talks about how to shorten your articles and get to the point. These tips along with the 3-2-2-1 rule would make you unstoppable.
CALL YOU READERS TO ACTION AND GIVE THEM PURPOSE
It is a simple concept, yet we all often overlook it. What is the point to your story? Why should the readers be interested?
Give them a call to action. Give them a takeaway after they are done reading so they have something they can apply to their everyday lives.
The best articles, speeches, movies, TV shows, books, all have a call to action. This is what motivates people to cause change. State what you want your readers to do.
Below is a lecturer from the IESE Business School, talking about calling people to action in speeches. However, the same advice can be applied to your writing. When you are calling people to action, are you giving them a direct call or a indirect call? Find out the difference here.
Related more towards online writing, editor and journalist Ashley Brooks gives you five more tips to writing the perfect call to action.
GIVING YOUR READERS LISTS, BUT NOT GIVING THEM LISTICLES
In every online magazine, website and blog, you will find an article that gives a list. This is because it is an easy way for people to get information across in a few words. Humans also retain information better this way.
