Writing for web readers requires different skills and abilities than writing print material. The whole reading experience is different, and so are the requirements of your readers. Print out the following checklist and keep it beside your computer. Refer to it frequently, whenever you write anything for an online audience, and your reader engagement, conversions and sales will all benefit.
☐ Tell a Story – Everyone loves reading a story. And anyone can tell a story. Writing for an online audience is more successful when you tell a captivating story, rather than boring your readers with simple factual information and data.
☐ Use a Font That Is Easy to Read – There are hundreds of different fonts for you to choose from. Some are simply easier to read online than others. The Software Usability and Research Laboratory has determined that Arial, Courier and Verdana fonts are the easiest to read online.
☐ Write for Scanners – When someone hits a web page, they first start scanning before they start reading. This means you should use lots of bullet points, sub-headers, bold type and captions. Once they see something that catches their attention, they will slow down and read your content.
☐ Speak To the Individual – When you are writing for the web, write to a single person. Pretend that you are talking to someone across a coffee table, a friend of a friend. People are more engaged when they feel that you are addressing them in a one-to-one conversation.
☐ Write On a 6th to 8th Grade Level – Most web surfers have the reading skills of about a 12 to 15-year-old. This means you don’t want to write over your readers’ heads. The Flesch–Kincaid system checks for ease of readability, something you can determine at the free website Readability-Score.com.
☐ Write in Short Sentences. Write in short paragraphs. Try and limit your sentences to 15 or 20 words or less. Don’t write paragraphs longer than 3 to 5 sentences. This keeps your reader moving through your content, driving them to your call to action.
☐ Use Incomplete Sentences If You Have To. Like this. And this. Don’t go out of your way to break English grammar rules, but don’t be afraid to break those rules either.
☐ Include A Call to Action – Every piece of web content you write needs to tell your reader to do something. Whether it is to join your email list, share your content on a social network or some other action, include a strong call to action at the end of every piece of web content you create.
Adding Personality to Your Writing
Adding personality to your writing is easy when you consistently refer to the following best practices checklist. Your personality is defined as “the combination of characteristics or qualities that form an individual’s distinctive character.”
☐ Write as Often as You Can. Consistent writing will make you a better writer. Just as it took multiple attempts for you to learn to ride a bike, infusing your personality into your online writing means repetition.
☐ Read Great Writing as Much as You Can. There is no need to reinvent the wheel. Find those online writers in your niche or area of expertise that you enjoy reading. Break down their content, and start writing the same way.
☐ Get Your Reader Involved. Every piece of content you write and publish online should include some call to action that engages your reader and creates a two-way conversation.
☐ Break Out the Pen and Paper. The physical act of writing allows your personality to shine through your content, without a conscious attempt on your part.
☐ Read Your Writing Out Loud. This reveals problems and opportunities in how your writing flows, and areas where you can add a little personality instead of bland information.
☐ A few personal pictures on your website or blog can effortlessly tell your audience who you are, what you are about, and what makes you tick.
☐ Everyone loves to be told a story, so do exactly that. Tell a story every chance you get.
☐ Don’t Be Afraid to Share Your Imperfections and Failures with the World. You are not perfect, and your audience is not either. People identify with you when you let your guard down and share who you are, warts and all.
☐ Write Like You Talk. The web is an informal place. When you write like normal people talk, and break a few grammar rules here and there, your personality is revealed.
