Creating web content is hard sometimes. Creating web content that people will actually read is even harder. When it comes to writing for the web, you have to create content carefully and intentionally. People on the internet have short attention spans and with all of the content out there, you are competing for every second of their attention.
Many web content creators don’t really understand the people who read content online. This is the major problem that causes web content to go unread. People don’t read content on the web, they scan. They want to pull out the important things from the articles without spending a lot of time on it.
Thankfully, there are some things you can do to make your content more attractive to those people that scan. Here’s a quick guide to creating web content people will read.
Not every word will be read
It is important for you to acknowledge that not every word that you write will be read by the person who opened your content. The sooner you accept that fact, the better.
Because not every word will be read, make sure you make the important parts of your content stand out. Use subheadings, bolded font, and lists to capture the reader’s attention and draw them in. The more confident they are that your content has what they are looking for, the more likely they are to actually read it.
Most important things first
A lot of people only read the first few lines of an article or blog. Because of this, you need to put your most important facts and points first. Do not bury the lede. People want to know what they are reading and if they should keep going right away.
When you put the important things first, readers are more likely to continue reading to learn the specifics. The more important information you can get in the first few sentences and paragraphs, the better.
Don’t over-complicate language
As tempting as it is to use diverse and sometimes complicated language, do not do it. Use common words that are familiar to the reader. Web content should not seek to expand the vocabulary of the reader. Web content is there to drive a point home in the simplest manner possible.
If you use language that is too complicated, people are not going to read it. Using simple language makes the content easier to get through making it more attractive to people on the internet. Bottom line, keep it simple. You readers will thank you.
Write a little lazily
People on the internet are generally lazy. They want short sentences in short paragraphs that don’t have unnecessary words or jargon. In short, write for lazy people. More often than not, people reading web content don’t want to work hard to read it. The easier it is to read, the better.
Keep articles to one topic
When you are creating an article for your website, keep that article to one topic. People who are looking at your articles are looking for specific answers and insights. For each article talk about one product, one service, or one question that a lot of customers ask you.
Articles that have too much information on too many topics are unattractive to readers. When you keep articles focused and succinct, people are more likely to read it in its entirety.
Keep design in mind
Your written content needs to work with visually with your website. Font choices, photo choices, and colours are all important. Articles are an extension of your brand and consistent branding is important for success.
When you are writing your article, think about how it fits into your brand look. Consider where you want to places images, what the size of the font will be, and if you will use italics or boldface type. Design is just as important as the words.
Improving your written content so people will read it is simple. If you want to learn more about how you can make your written content work for you, take a look at our done-for-you system.
Communicating with your customers and potential customers is important. Email newsletters are a great way to do just that. But more often than not, people will open those newsletters and not actually read them.
This means that all of that content that you worked hard to create is ignored and doesn’t help further your business goals. Getting people to read the newsletter is the missing link. Newsletters help people stay connected to your brand and give your brand a platform to speak from.
There are a few tips and tricks to creating a newsletter that people will open and read. Here’s how to ensure that people not only open your newsletter but actually read it.
Curate it to the extreme
People like it when newsletters find their niche and stick to it. Too often, people are inundated with content and they get overwhelmed. This leads to them not reading anything and your newsletter falling to the wayside.
Chose the topic of your newsletter carefully. For instance, if you are a brand that sells house inspection services, choose one house inspection service to highlight in your newsletter. Then, add maybe one other relevant piece of information that dovetails that that service.
People want to read your content, they just don’t have time to read a lot of it. When you are creating your newsletter, remember that less is more.
Put your personality on display
It’s tempting to slide into the carefully curated brand voice that you have developed. When it comes to newsletters, the more personal and personality-filled, the better. Your customers want to feel the personality of your brand shine through. Don’t bury it under jargon and sterile marketing-speak.
Be a little quirky in your newsletter. Write it from unique perspectives. Don’t be afraid to let the unique parts of what makes your business special come to life in your newsletter. Your readers will thank you (and be more apt to read your newsletter in its entirety).
Make your newsletter valuable
People don’t want a lot of clutter in the newsletters they read. They also want to get something valuable out of the newsletters they choose to actually open. Make the time your readers spend on your newsletter worth it.
In your newsletter, tell people a story, tell them why it’s important, and tell them why they should care. It’s that last part that is the most important. People want to know the “so, what?” of your content. Give it to them.
Always do something new, but keep it focused
Don’t be boring or highly predictable with your newsletters. People who open your newsletters want to get something new each time they open it. Make that open worth their while.
Keep your content and perspective fresh, but make sure you are staying focused on your niche. Going back to the home inspection example: you want people to know that they are getting a newsletter about home inspection, but deliver new things each time. Some examples: a checklist for spring cleaning, a guide to cleaning your pool, how to tell if your windows are losing heat.
Keeping your content fresh will keep your current readers invested. Keeping that fresh content focused on your niche will ensure that they keep opening and see your brand as an authority.
Keep the writing pure
Web writing has gotten a little convoluted lately. What with SEO, keywords, and click-bait headlines, the actual writing can get pushed to the back burner and the point of the content can be obscured.
Your newsletter audience is a captive audience. They opened the newsletter so they want to read it. This is your chance to communicate with them open and honestly without all the keywords and click-bait.
Keep your newsletter writing straightforward and to the point. No SEO here. Just good and solid content worth reading and sharing.
If you want to learn more about how to write great newsletter content, check out our done-for-you system today!
Press releases provide an additional solution for building backlinks, increasing online exposure, and gaining web traffic.
Though, if your press release doesn’t deliver the right message, it won’t be effective. A press release isn’t the same as a blog post or sales page. You need to pay attention to a few important details.
Here’s some advice on how to write a killer press release in just 4 steps.
Choose the right topic for your press release
You need to choose the topic before you start writing. The topic needs to have a newsworthy angle. This means that the topic should be relevant and current.
Examples of common press release topics include:
- New store opening
- New business launch
- New product or software release
- Major update or development
Always ask yourself if the topic is something that you’d read about in a newspaper or in a blog. Searching for press releases will provide examples to give you a better sense of common topics and writing style.
Introduce the newsworthy information
Write two to three paragraphs discussing the topic of your press release. Don’t worry about an introduction. Just jump right in and start writing about the details of the news release.
Remember to write in the third-person (he, she, her, him, they, and them).
These paragraphs are the main body of your press release. This discusses the newsworthy topic in a straightforward manner.
Don’t use any hype. Stick to the facts.
You need to address the following details with your press release:
- Who will be interested in this topic or who is it about?
- What is the subject of the press release?
- Where can people find more information?
- When will this event or product release occur?
- How does this benefit the reader?
Answering these questions will help you stay on track. You have limited space.
The press release will typically be between 300 and 700 words. This doesn’t provide an endless word count to go into great detail.
Write the Introduction and Conclusion
After you’ve written the main body of the press release, you can write the introduction and conclusion. The intro paragraph should summarize the body in several lines. It introduces the topic and your business or personal brand.
The conclusion offers a short bio for your business or brand. You can discuss your area of expertise and provide some background information.
At the end of the conclusion, you’ll typically have a spot to provide contact information, such as your email address, web URL, and phone number.
Create an attention-grabbing headline
The headline should be the last thing that you write. You’ve already written the body of your press release, so you already know the exact message or story that you’re promoting.
Summarise the main message of your press release in a single sentence. Press release headlines are often longer than a typical blog headline. Make sure that it fully explains the topic.
You may also have the option to include a sub-headline. The sub-headline should provide further information about the topic of your press release.
It’s an extension of the headline. Don’t repeat what you’ve already stated in the headline.
Before submitting your press release for publication, make sure that you check it for spelling and grammar errors.
You should proof read it by reading each line aloud. This is the best way to catch errors and also to find ways to improve your content.
Writing an effective press release isn’t difficult. Take it one step at a time. If you’d like more internet marketing tips and suggestions, and a method for generating conversion-ready internet traffic, click here to learn about our done-for-you system.
The fastest and most effective way to engage your readers into your content is to draw them into a story. People are naturally pre-disposed to enjoy stories, so if you can wrap your sales copy in an engaging story that connects emotionally with your reader, you have a better chance of getting them to make a buy decision.
Injecting Your Personality
The story you create to sell your product can be either your own first person account of how your product changed your life, or it can be the story of somebody else, such as a character you create.
In either case, the purpose of the story is to get the reader to connect with the subject of the story. The problems you or your character experience should be the same problems your readers are having.
Keep Them Coming Back for More
Obviously, your story needs to have a happy ending. In this case, it will be the way your product solved the problem and improved the subject’s life forever. When your prospective customer relates with the story’s subject, they project the solution your product is creating onto their own problems, making them more open to the idea of purchasing your product.
Whether you use a character-driven or first-person narrative, make sure you inject your personality into the story. Try to use familiar language that makes it easier for the reader to make a connection with the story you are telling them. This will put them at ease and help them see more clearly the benefits of your product in their lives.
Creating Trust in the Product’s Power
While you or your character may be the subject of the story you create, the true hero needs to be your product. For example, if your original product is an eBook on how to cure acne, your story will describe the horrible problems that acne created in your life or that of your character.
But the hero of the story will be the product that you discovered that cured your acne forever and caused radical improvements to your life: You gained more confidence, you were more popular than ever, your sex appeal increased and you finally found true happiness, for example.
Social Proof: Testimonials and Where to Get Them
ales letters frequently use social proof to reinforce the positive message about the product they are promoting. Sometimes referred to as the “bandwagon approach”, social proof feeds into the natural human psychological desire to be part of a larger group.
Your customers are going to be more open to buying your product if the think that others already use and endorse your product. According to Google, 70% of Americans now say they look at product reviews before making a purchase. Adding testimonials to your sales page is often enough to tip your readers into making a buying decision.
Recruiting People Already Loyal to You
If this is your first original product or you haven’t written sales pages before, you might think that obtaining testimonials is a daunting task, but it actually is quite easy.
While you don’t want to make up testimonials – that would be dishonest and also a violation of Federal Trade Commission regulations – there is nothing preventing you from asking family members or friends to write testimonials for you. You are not required legally to disclose your relationship with the person who gives you a product testimonial.
Getting Existing Customers On Boards
Another option is to send emails to people who already have purchased your product and ask if they would be willing to write a brief testimonial. In most cases, if you ask for somebody’s help, they will happily give it to you. Especially if, as in this case, they are already satisfied with the quality of your product.
Give Something for Nothing
Another option is to offer your product for free to people who are considered to be authoritative in your niche. For example, if the original product you created is a video series on how to improve your golf swing, you could reach out to club pros in your city and offer to send them your product for free with the request that if they found it helpful to send you a brief testimonial that you could include with future marketing collateral.