Copywriting

How to master the art of writing for the web

By Amrit Kaur on March 25, 2024

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A person typing on a laptop on a wooden table.

Are you guilty of skimming through articles, news, or blogs online, only to abandon them midway because they’re too long or lack that engaging factor? You’re not alone in this experience.

The attention span of an average online reader today is eight seconds, which is even shorter than that of a goldfish. We constantly consume information online and have moved from reading to scanning the text as we scroll through our digital devices. With attention spans shrinking and the abundance of content available, the ability to captivate, engage, and retain your audience is a skill that every web writer must hone. 

Let’s dive right into these seven tips on how to keep your audience engaged on your website:

  1. From Text-Heavy to Scan-Friendly

Keep it short. People prefer brief, clear and scannable content over lengthy, complex articles. This pattern is caused by the demand for quick access to information and the increasing popularity of scrolling habits. Get to the point quickly and avoid jargon. 

  1. Create eye-catching headlines

Compelling headlines are crucial for capturing readers’ attention and motivating them to read more. Aim for a headline length of 8 to 12 words, use viral words that evoke curiosity, and make sure it can stand alone and convey what the article is about. 

  1. Utilize Subheadings

Use descriptive subheadings to divide your information into easily digestible chunks. This increases readability and enables readers to find relevant information quickly.

  1. Add Bullet Points and Lists

Bullet points and numbered lists can help you manage an overabundance of information. They enable you to succinctly convey crucial points, making your content easier for time-strapped readers.

  1. Make use of hyperlinks

Hyperlinks are a helpful way to keep your information short while allowing readers to explore more if they are interested. Incorporating relevant links will enable you to retain a streamlined narrative while allowing people who want more information on a specific topic.

  1. Incorporate Visuals

A picture is worth a thousand words, and visuals can serve as effective engagement tools in the world of web-based writing. Visual elements, like infographics, charts, or appropriate photographs, can help with comprehension and recall of information.

  1. Include a Relevant Call to Action (CTA)

Use clear and relevant calls to action to direct your readers’ next steps once they engage with your content. CTAs encourage readers to take action by subscribing to your newsletter, exploring similar articles, or sharing your content on social media.

There isn’t a one-size-fits-all approach to writing, but adhering to specific formatting guidelines is crucial for retaining readers. So, the next time you craft web content, remember to keep it scannable, concise, and visually appealing. Your readers will appreciate it.

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