Unless you came out of the womb with a piece of paper in one hand and a pen in the other, it’s quite likely that you’ll find writing interesting, engaging and relevant content challenging.  Add in the internet, the rise of blogging and the millions of pages of information available, getting your content to stand out is as hard as trying to stay cool in 40°Celsius Perth weather; essentially impossible, unless you have the right tools.  Well, in this case, I am your fancy air-con and glistening pool, to help you navigate through writing content for the web.  

Wave those content stress sweats goodbye.

1. Write for scanners.

How much free time do you have in a workday, or in any day?  I'm no psychic, but I bet the answer to that question is either none or a 5 minute treasured morsel, which you don't want to spend looking at a screen.  No one has time for reading these days! What we do have time for is scanning.  Put the most important or crucial information either in the first few sentences of your page or in highlighted/large/quoted text. 

2. User Journeys.

If you’re writing for the web, it’s most likely that you’re not just writing content for one page.  Before you even start thinking about writing, you should map out how your users are going to navigate through your content, what is the user journey?  And who are your user/s, what is the reason for the content?  Once you establish this, use your content to guide them.  This means linking pages to one another.

3. Short sentences are powerful.

What sounds better?

We are Eduka, a passionate, creative and innovative web development company. 

OR

We are Eduka. Passionate. Creative. Innovative. Web development experts.

Need I say more?

4. Add value.

When working in-house it’s hard to think that your content is anything but valuable and necessary, but sometimes our comfortable and sheltered in-house bubbles need to be burst.  Do people really want to read 5000 words about the history of your organisation ? Yes, it may be good for SEO purposes or make your company look like there is a lot of history, but is that valuable for your customers? Most likely not.  Ask yourself these questions when writing;

  • Is it actionable?
  • Is it original?
  • Is it useful for your audience?

5. Call to action.

Linking back to your user journeys, a call to action (CTA) should complete the journey. Enabling the user to contact you for more information, or inquire about your products/services.   

A CTA can be anything from, “like this blog? View our work to see what we can do for you”, or “learn more about our team specialities”.  You have to guide your users to what you want them to do next and how you want them to act.  Also remember, when linking to other pages with your CTA, don't write, 'click here'.  Why? It isn't good for SEO purposes, doesn't work for people using screen readers and won't compel an individual to take action as much as the alternative.

Follow these 5 tips next time you're writing content and watch that anxiety and stress wash away! Make us happy and tell us if our tips helped you.

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