Table of contents
If you’ve ever read a text in one breath it means you’ve come across great written content. Or vice versa – you couldn’t get through the article and quickly closed the browser.
The attractiveness of texts may be subjective and based on our psychophysical state, but there is one universal truth – a well-written text will defend itself even under unfavorable circumstances. How to create content for a website so that it absorbs the reader?
The most important information at the beginning
Catch the attention of the reader-interviewer and immediately present him with the most important and valuable information for him. Even if he finds what he was looking for at the beginning of the text and leaves the page, he will still remember you well and come back for more.
Why are you writing?
Think well about what the purpose of your writing is. To it you will have to adjust everything else – language, style, graphics and vocabulary.
If your purpose is an instruction manual for an electronic device – write briefly, concisely and preferably in bullet points. If you are selling a service/product – think about the benefits and use advertising and marketing content. If you write a blog describing the nature of Warmia – allow yourself longer descriptions with many adjectives.
Get found online
With the help of SEO, you will be found (and high!) in Google search results. The right words will help Internet users find you, and help you promote your brand.
The marketing agency employs copywriters whose goal is to effectively and properly select content for your goals. You don’t need to know algorithms, codes and conversions – you need to find a good marketing company to help you with that.
Don’t write for yourself
Consider who your target audience is that the text is aimed at. Is it a medical professional, a child of 10, a woman who is looking for a facial moisturizer? It is important to visualize such a group – imagine what age your target audience is, what gender they are, whether they live in the city or in the countryside, whether they are a person who rather spends time at home or actively. Imagine this person and address him or her.
Adapt your vocabulary to the type of text. Technical, industry and heavily specialized texts can be saturated with words from a specific field, but in general texts and blogs, avoid unintelligible words. Instead of “etymology,” use “word meaning,” and “indifferent” simply means “indifferent.” Same with expressions from other languages. Don’t commit a gaffe (i.e.: faux pas) here.
Direct phrases shorten the distance between the content creator and the reader. Both parties feel freer as a result. Otherwise, if formal language is required due to established rules. Use the appropriate form of politeness then.
Simple = understandable
Flowery phrases, multiple sentences, lots of comparisons and metaphors are not a recipe for a good text (unless that is your goal). Write simply, understandably and use short sentences.
Now it’s time to properly highlight your content. Give them a proper setting that further reinforces the message. Instead of reading, Internet users often scan website content to catch only the ones that interest them. Give them a chance to notice them.
Clear website design
If your text is complicated and has a lot of links, arrange them in a layout that is convenient to the eye. The so-called layout will help to search for information, bypass unwanted content and return to previous ones when needed.
Table of contents
For longer texts, insert a table of contents. Each of its elements should, with a click, immediately take the interested reader to the appropriate paragraph – it saves time and is an immediate solution. It is also a kind of summary (even though it is at the beginning) – already by the table of contents we know what the whole thing will be about.
Use bullets. It doesn’t matter if your articles are read by the Millenials or GenZ generation – it’s estimated that about 70% of all people (globally!) are visual learners. Use bullets – they work well in scanning text and in summaries, where you pull out the most important aspects.
Separate successive areas or posts and put them in separate paragraphs. Nothing is more boring than one huge block of text.
Extract a benefit from the text and present it to the recipient. Instead of “the new calendar has functions for planning and priortizing events,” show a tangible benefit: “with our calendar you can easily schedule meetings and be more productive at work and at home.”
Don’t allow yourself to make any mistakes on your website. This undermines its credibility and professionalism. Ask a friend to edit and proofread or use special proofreading tools.
It’s time for graphic design. All the content so painstakingly worked out deserves a worthy setting. Add or place them between appropriate graphics that match the style of the content. Choose the right background, typeface and consistent color scheme on all pages.
All content created for your site should not be a coincidence. Carefully planned, thoughtful and well-written texts support you in consistent branding. If you don’t have an idea for attractive texts – contact Devispace.