How to Write Good Web Content

Well-written web content positively affects the bottom line. If website visitors can scan your website and quickly find the information they’re looking for, they’re more likely to remain on your site—hopefully leading to increased sales.

Help your visitors understand your content and increase your sales by making content:

  • Scannable
  • Concise
  • Objective

Make Content Scannable

Web users don’t read everything on a web page. Readers scan websites to find the content most relevant to their needs.

Important information should be highlighted so that it stands out when readers are scanning the page. Content can be highlighted by:

  • Using descriptive headings and subheadings
  • Using bulleted lists
  • Putting key phrases in bold text

Be Concise

Good web content is concise. Most website visitors are looking for specific information. Getting straight to the point makes it easier for users to find what they need.

Concise writing isn’t just short. It avoids complex sentence structure that may confuse the reader. Complex sentences force the reader to slow down and put more effort into reading, hindering her ability to find information quickly.

Concise writing should:

  • Use simple sentences
  • Use short words
  • Omit needless words and phrases
  • Avoid adverbs and adjectives

Be Objective

Avoid hyperbole and marketing speak when writing for the web. This will keep your writing concise and make it more authoritative.

Stating the facts is more convincing than a hyped-up sales pitch. Rather than describing a product as revolutionary or state-of-the-art, describe its features in a way that is clear and free of hyperbole or jargon.

  • DON’T SAY: The tablet’s state-of-the-art haptic touchscreen will make you feel like you’re truly connected to your device.
  • DO SAY: The tablet’s touchscreen is more responsive and easier to use than older models.

Final Thoughts

Good web writing should be scannable, concise, and objective. Research has shown that content meeting all three of these criteria is up to 124% more useable. That increased usability will ensure that users don’t leave your site without the information that they need and will be more likely to convert into paying customers.

This post was originally published to a private class website on September 18, 2013 for my Public Relations & Digitial Media class.

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