best practices in web content production – WAU

*[Guest Post] Content produced by Camila Prochnow, from the Next Idea agency. There is one thing I always say here to the agency’s staff: please ask me to write three pages, but don’t ask me to write a sentence. Objectivity and conciseness are really difficult exercises, but, like everything in life, it is only practice that can […]

*[Guest Post] Content produced by Camila Prochnow, from the Next Idea agency.

There is one thing I always say here to the agency’s staff: please ask me to write three pages, but don’t ask me to write a sentence.

Objectivity and conciseness they are really difficult exercises, but, like everything in life, it is only practice that can lead us to better results. In texts written for the web, there is no escape from the need for clear and straightforward content.

We compete with many materials and needless to say it’s just a click and… done! All your effort to produce an attractive text can be lost to any other page that the user has found more interesting than yours.

Thinking about it, I separated some recommendations for creating good content for the web, see!

Invest in a good title

It is useless to have your content be exclusive, bring valuable information and be super well written. If he doesn’t get the reader’s attention right away, all of his work ends up being useless.

And the main responsible for being that attraction for the reader is the title. It needs to be original but also communicate about what the text will present.

There are some good practices that recommend that the content keyword must, necessarily, appear in the title as well. If you can do that, great!

But, between a title with the keyword and one that is creative, stay with the creative. It will draw more attention from the reader. The word can appear throughout the content and meta description and this is also important for indexing.

Another super important care is to be honest from the start. That is, if the title of your post is “5 tips for taking care of your hair at home”, the post needs to fulfill this promise made. If you do not comply, it will be very bad for the company and create a false expectation.

Accessible language

It is inevitable that some copywriters take their language addictions to writing. Some have a more relaxed, light text, others already write in a more formal way. Regardless of these styles, it is necessary to pay attention and always keep an eye on the persona to whom the content is directed.

And, considering that we are in the digital environment where the dynamics of reading are much faster, give preference to an accessible language and avoid those more elaborate terms.

But remember: accessible language does not mean that the text may be filled with slang – again, it will depend on your persona – but that it will be easy to be understood by those who will read it.

Size is not a document

Many people argue that texts for the web need to be short, precisely because of the need to be objective. Well, it depends on: the format, the theme, the channels etc.

There are issues that really call for a bigger explanation and then just clinging to the size can exclude important information from the content and plaster the text.

The tip in this case is, instead of worrying too much about the number of characters, try to write in a way that the reader can easily find yourself in the course of your content. Use and abuse topics, intertitles, illustrative images, infographics and, in this way, make your text scannable.

So, even if the content is extensive, it will be easy for the reader to locate and get to exactly the point he would like to read.

Offer more to your reader

Citing references and other links throughout the text is a great way to offer complementary content to your reader. It is possible that you already have on your website or other channels some materials that explain a certain term or concept brought in the text, so just make this reference for them.

This can also be done through the CTAs in the middle or end of the post, which offer additional content for those who are accessing the page.

Taking this care is also important to resist that uncontrollable desire to write more and more. Your text does not need to solve all the world’s problems, it is ideal to stick to what the agenda is asking for, otherwise there is a risk of being verbose, extending and losing focus.

Use the links, CTAs and references to make this complement and make your text more accurate.

Don’t sin in the details

The text may be fine, but if in the middle of it the reader finds an ugly grammar error, its credibility is already balanced. So don’t get tired of revising. Use the resources of the text editor itself or even of free websites that identify an error.

But don’t just trust them, our London language is full of pitfalls and exceptions: keep an eye on verbal agreement, plurals, correct spelling of words.

And also don’t just trust your eye that is already hooked after writing all the text, ask a colleague to review it, it is quite common to find flaws at that moment.

Whenever you need to write, make a checklist so you don’t forget the details. And the main thing: put yourself in the shoes of your reader.

Would you like to read that content? Is it pleasant and bringing you some value? Writing is also a great exercise in empathy!

* Content produced by Camila Prochnow, from Next Idea.