Writing that is to be read online is different from writing that will be read in print. Here are a few pointers you can use to improve the quality of the writing on your website.
1. Use the inverted pyramid rule
The inverted pyramid rule means that your content should cover the most important points at the top of the article and as your article continues, the importance of what you are writing about should decrease.
If you have the most important point at the top of the article, skim readers, who may only read the first few sentences, get the gist of what you are trying to get across.
It can be helpful to list all the points you wish to make in an article and sort them in order of significance. This approach can help you plan and structure your text.
2. Be brief
People don‚Äôt like wading through long pages of text online, so try to keep your writing as brief as you can. To quote George Orwell:
‚ÄúNever use a long word where a short one will do‚ÄĚ and ‚ÄúIf it is possible to cut a word out, always cut it out‚ÄĚ.
3. Break up articles for skim readers
People tend to scan pages of text online rather than reading from start to finish. There are a number of ways you can break up your text to make it more ‚Äėscanner friendly‚Äô. These include using:
4. Use the active voice
Using the active voice instead of the passive voice in your writing can make it concise and reduce ambiguity. The active voice is a grammatical term, meaning that the subject of the sentence is the agent of the action. It is probably best illustrated by some examples.
Passive: ‚ÄúThe rugby ball was kicked by the boy.‚ÄĚ
Active: ‚ÄúThe boy kicked the rugby ball.‚ÄĚ
Passive: ‚ÄúMore information about our products can be found on our website.‚ÄĚ
Active: ‚ÄúYou can find more information about our products on our website.‚ÄĚ
Spelling mistakes and typos will make your writing (and the business you are writing for) look unprofessional and lazy. Take time to proofread and fact-check your writing thoroughly before publishing it.
Sometimes it can be difficult to spot errors in your own work so ask a colleague to read over what you have written to see if they can spot any errors.