Writing for the Web
Typically, visitors scan content on the Web instead of reading it. Keep your information as clear and concise as possible.
- Use summary descriptions, subheads, bulleted lists and short paragraphs.
- Use keywords you’ve selected for your search marketing campaign in your web page content, so the pages will appear in an organic search.
- Put your key message first.
- Include one idea per paragraph. Highlight keywords.
- Make your points on each page clearly but quickly, using as few words as possible.
- Don’t provide a PDF for online viewing. Convert everything to HTML if possible.
- Design printable versions of pages.
- Use a standard one-column format for easy reading.
- Use high contrast for easily legible text. A familiar example is black text on white background.
- High-quality graphics, good writing, and use of outbound hypertext links increase credibility.
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