Four Tips for Making Content Work Online
Some may think that writing is writing. But truth be told, writing for the web is different from writing for a children’s book or for a magazine. Research shows that web readers want fast and easy information, in a format that is easy to digest. Here are a few things we keep in mind when we write specifically for online audiences for our clients or ourselves:

• Keep it short and sweet. Web readers aren’t likely to click through several pages of information to get to the heart of what they are reading. Eliminate the fluff. Get to the point, and let readers get on to their next task.
• Use bullet points, subheads and lists. Web readers are very likely to scan a page for certain words or bits of information. Research shows that 79 percent of users scan instead of read word-for-word, so the easier you make it to get your point across, the better.
• Change it up. The Internet is a living, breathing thing. Well, not really, but it is dynamic. If you update your website material or blog on a regular basis, you’re more likely to keep people coming back for more. There’s only so many times someone will return to see the same month-old content.
• Use relevant headlines. Unlike with print writing, which provides a platform for pithy headlines, many people will find your web articles through a search engine. If you want people to click the link to your article, a headline that is blatantly relevant will draw more people in than an obscure (yet clever) one.

If you’re going to take the time to write something meaningful for your audience, it’s well worth the effort to ensure your message is found, read and received. These tips will have you well on your way!