They have been saying “content is KING” for a long time – that includes content in all it’s various forms (video, web design, social media, articles, animation, etc.) as well as the delivery and design of content too!

There are literally thousands of articles about “writing good content for the web” — over the years I took some time to read as many as I could, so with everything learned and much applied here it is :

Keep it simple:

When writing for the web we should strive for simplicity, consistency, and clarity; this means chunking up content, using bullets, and keeping copy short. People don’t necessarily read on the web they scan, so keeping copy in bit-sized pieces makes the task of digesting information much easier. We can evaluate copy by asking the following questions:

* Does the copy get to the point quickly?
* Is the copy shy about the offer or incentive?
* Is it easy to respond to?
* Does the copy overcome every objection to replying, leaving the reader with no choice but to act?
* Does the copy use simple words?
* Does the copy use active language; does it address the site visitor as ‘you’ ?
* Is the copy broken down into simple sections and bullet points?

People read 25% slower on screen, so keep your sentences and paragraphs ultra-short. Highlight keywords to make the messages jump out. If the website is offering something, make sure the offer is simple and transparent—and be clear about what you are asking people to do if a response is needed.

People spend some of their time understanding the page layout and navigation features, as well as looking at the images. And generally actually read only 20% of what is on the page.

Website visitors are restless. They spend more time scanning and clicking than reading, and they expect quick progress. Your copy should:

* Be specific—the first five words must have meaning.
* Make the news stand out—don’t bury your message.
* Signal where to go—make the actions visually clear, ensure the click-through paths follow a logical sequence, so that visitors can go straight to the key information.

Keep It real—keeping copy short comes with a caveat:

Keeping copy short is sometimes, but not universally good advice—people are generally looking for content.
Just because something is published online doesn’t mean it must be read online. One good tactic for longer segments of information is to allow for site visitors to print and read it offline.

How many words: (for web designers in cooperation with keyword density strategies)

1. 250-word count for each optimized page exactly balances search engine and reader needs.
a. The search engine spiders crave content.  You may see “a lot of words,” but the search engines see “a document with lots of important data to extract.” As long as you follow usability principles, you can write tons of text without overwhelming your reader.
b.  A longer word count makes it easier to include your keyphrases without sacrificing your marketing message.
2. Identify no more than 3 keywords and create a theme around them. If you have more than 3 keywords? Create another page.
3. A page title shouldn’t be longer than 8 words. Google cuts them off typically at that point.
4. Paragraphs for web content should be between 2-5 sentences in length, unless the sentences themselves are longer,
and then perhaps only 3 sentences to a paragraph. (Paragraphs: 40 – 70 words)
5. Headings: 8 words or less

When writing headings:

1. Keep them to eight words or less
2. Include important keywords
3. Avoid the use of adjectives and prepositions (and, a, the, of).
4. Be clear and concise. Avoid wordy, wishy-washy phrases.
5. summarizing the essence of what’s on offer and allowing visitors to access what they require fast.
6. Website visitors are looking for information fast. The best headlines for the web immediately communicate facts.
7. The title could be short and work the best. However longer titles can have keywords and are more searchable

Use many sub-heads:

Start the writing with a header followed by short sentences.
Use as many sub heads as required for different points.
Sometimes you may also use a list to highlight all the important points.

Sell benefits not features—Focus on making content more personal:

A feature describes a product or service. A benefit is what the user gains from using that product or service.
Don’t say, “Our duvets are warm and comfortable,” say “You’ll be warm and comfortable in one of our duvets.”
Tell your customers how your product or service will make them happier, healthier, wealthier.

In other words focus on making sure every line of your copy is dedicated to what’s in it for them.

Scrolling copy:

Do you lose customers with scrolling copy?  No.  According to a study by User Interface Engineering (UEI),
One of the most significant findings of our research on Web site usability is that users are perfectly willing to scroll.

However, they’ll only do it if the page gives them strong clues that scrolling will help them find what they’re looking for.
Anything that appears “above the fold” is immediately visible when the web page loads. Site visitors will use this information to make an instant decision as to whether the site is useful to them—they will only scroll down if you have successfully grabbed their attention and aroused enough interest.

In the trade-off between hiding content below the fold or spreading it across several pages, users have greater success when the content is on a single page.

Keep it memorable, engaging, and formulate trust with words:

Emerging web standards and technologies nourish the new approaches to web design, clarity and coherence.
Create a memorable experience and giving the site visitor a reason to remember the experience

Content is the heart of the user experience. From the body content to the alt text to the footer, the words that shape the page lie at the very center of an engaging visit. If the words aren’t beautiful and meaningful, the sleekest design in the world won’t compensate for it.
When content is thoughtful, personable, and faithfully written it hooks the reader and draws him in, encouraging him to click this link or that, to venture further into a website. The content will need to deliver what it promises, and this will hold an attentive reader, staying longer on your web site.

Speak to the individual, not the audience:

Try to personalize your web copy as much as possible. Build a picture of your readers. Are they likely to be familiar with the product on offer? Are they likely to be regular internet users? Are they in regular communication with your client’s company? If any of your answers are “yes,” integrate that knowledge into your copy to make your reader feel more connected and understood.

If you don’t know the answers, give visitors a choice of avenues so they can access more targeted information. (You might include things like links to detailed product information, company news updates, and detailed ordering instructions for people who may be unfamiliar with e-commerce conventions.)

ALT TAGS:
alt text does a tricky thing: it translates a visual experience into a coherent, semantic expression. It takes the implied and makes it explicit—an emotional trigger palpably interpreted. With a mere handful of words, alt text must relate the full impact of an image to those who can’t, for whatever reason, see it.

Summarize and HOOK the reader:

Different from print medium you will want to start your writing with a small summary of what you want to say.
Then say what you want to in the main content.
Finally conclude by giving a summary of what you have said.

A “bottom down” approach is necessary, with the conclusion or summary at the top.  This may seem like a superficial treatment of subject matter, and it can be.  However, keep in mind that millions of websites compete to deliver information, and if your website is written in a clear, direct manner, you will succeed in delivering information.

The first part of your article really needs to be something that will grab the reader’s attention in those first 3-5 seconds and make them read further so save your introduction for something that will really hook your reader.

Keywords — and keys to writing for SEO:

Balance your marketing message with the use of keywords
Optimize your pages for more than one keyphrase.
Focus on Keyphrases but don’t force them into your copy flow
Use key-phrases to emphasize your point.

1. Use Keywords in URL. The keywords you mentioned in the URL must be mentioned on the webpage as well.

2. Use Keywords in <title> tag. No more than 8 words.
It is also the title of the page on the Search Engine Results Pages (SERPs).
Listed by others as one of the Big Three (tags, links, and text), we’re putting title tags at the top.

3. Keywords In content
Try to use your keywords in <h1> and <h2> tags.
Don’t spam the page with <h1> tags, just include the keywords naturally into your content.

4. Use Keywords in Anchor Text of Inbound Links
When you get links to your website from external websites, try to vary the anchor text used.
Don’t always link straight to your index page, instead get links to deeper pages.

5. Use keywords in images <alt> tag

6. Keywords in and around hyperlinks
Include keyphrases in and around hyperlinks (otherwise known as call-to-action links). Key to the link analysis algorithm is not only the number of links that point to your page, but also the contextual phraseology around the links.  In other words, if your phrase appears in or near a hyperlink, the search engines may give it a relevancy boost.

7. Balance your marketing message with the use of keywords, focus on Keyphrases but don’t force them into your copy flow. It is not so prudent to jam pack your copy in an unnatural way with keywords or key-phrases.
Although search engine spiders might eat this up, readers will revolt. Plan on including your two to three main keyphrases at least three times each within the body text.

Just look at the keyphrase-packed drivel people had to wade through:

“Our web design services are the best web design services on the ‘Net today.  Discover the best web design services  in New York City are right for you.”

Sure, you immediately know the keyphrase is “web design”  But, the constant keyphrase repetition jack hammered the sales flow.

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So–it’s not everything but it is a fair summation of things web designers, web developers, digital strategists or people building their own website can try. Remember all the information is out there and anyone can read about it — it’s up to you to apply it and really find out what works online with results !