People read the web differently than they do books, newspapers, or magazines, so it makes perfect sense that writers should approach creating content for the web differently as well. Web users scan a page quickly for facts and figures, doing research and looking for information. They typically spend very little time on a page that doesn’t immediately catch their attention. One basic principle of good writing holds true for web writing: your goal is to engage readers so they want to know more.
With so much content available on the web, how do you make your online marketing efforts in Calgary stand out? Give the people what they want. Don’t waste their time. Get to the point quickly with the facts they’re seeking and information that intrigues and surprises them.
Finding the Facts
When your content is rich in facts, it will attract and engage readers. The Nielsen Norman Group (NNG) shared the results of two studies that examined how users searched online for facts. In one study, they focused on journalists’ use of corporate websites. They found that journalists were very interested in finding facts only and that they quickly moved past content that seemed to exist solely for marketing purposes.
Research on eye-tracking has shown that numbers catch the attention of readers as they scan a page. It’s no mystery why this happens. Our brains interpret numbers as facts.
Supporting your writing with facts helps establish your writing as valuable content. They give readers context and support your focus. And, they show readers you care enough to be thorough. Effective online marketing in Calgary makes it easy for your readers to find interesting, useful facts quickly.
NNG also found readers expect an overview of pertinent information at the beginning of your content. “Bombarding people with numerous links without offering content is jarring and makes them work too hard to get what they need.”
Get the basic questions out of the way early. Once you have your readers’ attention and trust, you can develop your content with links to supporting information and other relevant material. This information-first approach builds your credibility and helps hold your users’ interest.
Online Marketing in Calgary: Get To The Point
Good writing for the web introduces readers to a subject they might be unfamiliar with and doesn’t lose them on the way. That might mean doing things a little differently than the way you learned in school.
As Shannon Johnson writes for HubSpot, “Your job as a business writer is to deconstruct information and present it in a way people can easily absorb.” If that sounds a little daunting, here are a few tips to keep you going.
- Make your content as long as it needs to be, no longer. There’s no set number of words, paragraphs or pages.
- Make it understandable. Now is not the time to show off your amazing vocabulary.
- Hook them with the title. Know what resonates with your audience and start from there.
- Citing your sources builds credibility. Attribution isn’t just about good manners. Link to them and you might earn an inbound link.
- Format your writing for easy scanning. Short paragraphs, bulleted or numbered lists make for quick reading—especially on mobile devices.
- Remember, you are writing to communicate and to build an audience interested in purchasing your products or services. For more about the best way to tell your story online, visit our blog.
- Revise. Take a break after your first draft. Have others read it if you can. See it again with fresh eyes.
- Your article should have a takeaway that runs through the entire piece. What do you want your readers to remember?
Good content is invaluable. Readers will take the time to find it, but they will also quickly move past writing that doesn’t engage them. Establish your website as an authority on a subject that is relevant to your business.
Emphasize Design is dedicated to helping companies navigate the world of online marketing Calgary. We offer this free ebook to help you cut through the noise and get your visitors interested in what you have to offer.