Austin Druse

Writing online is as much of a science as it is an art form. One not only needs to provide flair that will keep readers hooked, but there are bedrock principles to ensure that the lab doesn’t catch fire, so to speak. It’s paramount to utilize search-engine optimization (SEO) and the appropriate stylebook (usually AP). However, it’s more important to have voice and the ability to stand out. In this blog post, I’ll go over a few tips on how to bolster your web content. 

1. Write with passion!

If you’re not excited about the content you’re publishing, how can anyone else be? This tip is first because it’s the most important. Without active, passionate voice, your content is just symbols on a screen.

2. Be crisp!

Are you using words you aren’t familiar with? Does your content contain so much jargon that no layperson will understand it? If so, be sure to clean it up. Do your best to write at a middle-school level so that it’s digestible for any reader.

3. Chunk that thang up!

Nobody, and I repeat – NOBODY – wants to read an enormous wall of text. It’s intimidating. Also, it’s plain difficult to remain focused and not lose your place. Utilize headings, subheadings, and themes to chunk your content into palatable portions.

4. Less is more!

Much like salt when cooking, online writing should be concise and tasteful. Not only is it important to chunk into sections, but your sentences should be short and simple. Avoid packing keywords into your piece like sardines, as well.

One to two-percent keyword density is a good start. Keep paragraphs to five sentences, max. When in doubt, use the KISS method: Keep It Simple, Silly.

5. Stick to the brand!

I know I said that passion is most important, but being off-brand can derail your online writing faster than being boring. It’s like showing up to your softball game in the wrong uniform.

Know what style you’re supposed to use and stick to it. Keep your company’s brand-book handy so that you don’t use the wrong tone or non-company language. Review your organization’s long-term content strategy and plan your posts accordingly!

With these five tips, you’re well on your way to polished, accessible web content!