Five steps to “killer” Web content
by Bridget Weizer Granger
There are two types of content on the Web: killer and filler. Killer content gets the vast majority of page views. Filler content tends to be stuff that was originally created for print material and never properly formatted for the Web. If you want to be a successful Web content writer, you must understand how to create your own killer content.
Less is more. Don’t make an article 1,500 words if you can explain the same concepts in 600 words. Don’t write 10 pages of content if five is sufficient. People on the Web are notorious for their short attention spans. If you bore your reader, he’ll quickly turn elsewhere for the information he needs.
Focus on the reader’s needs. Nobody wants to hear what you think or why your organization is fantastic. They want information that relates to their lives and helps them complete their daily tasks. Remember, Google and Amazon rose to the top of the Web by putting the customer first.
Don’t make assumptions about who reads your Web site. You may think you’re writing for doctors, for example, when your site is actually being visited by mothers concerned about their child’s growth and development. Since every group has unique needs, take the time to do your research before you begin writing. Knowing who reads your Web site will make it easier to provide them with the information they need.
Don’t be afraid of collaboration. It’s impossible for one writer to be an expert on every possible subject. Identify your weaknesses, then seek out the people who can help fill in the gaps for your project. The most successful writers know when extra help is needed.
Proofread, proofread, proofread. As casual as online communication can be these days, spelling, grammar and punctuation still count. Have a fresh set of eyes review your work prior to posting—don’t rely on spell check to catch your errors.
