Creative writing web pages

Make it memorable. Make it inviting to look at. Make it fun to read. They go there to drive 60 miles per hour — and look at billboards.


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Want more tips and techniques for reaching visitors where their eyes are? You may borrow some techniques from other areas, like the fundamentals of creative writing, but, ultimately, this medium needs to speak to not just any type of consumer, but the online one.

10 Online Resources & Websites to Help You Write Your Own Story

These types of reading behaviors are fundamentally different from the habits of people who read physical books, for example. Meanwhile, online readers take in content and information in a different way, so we have to tailor our online writing to make it as easy as possible for them to digest. For writing in general, think of it as another tool in your toolbox — a way to grow your skillset and flex your writing muscles. They want the cliff notes so they can skim or speed-read straight to the information that concerns them most.

To appeal to the impatient skimmers, the in-depth readers, and everyone in-between, we can rely on the inverted pyramid style of writing. Amy Schade for the Nielsen Norman Group has another name for this technique: writing for comprehension. This means you begin your blog or article with the most important information right off the bat. There is no teasing, no dangling the carrot, and certainly no beating around the bush. This is a KEY fundamental of online writing. The least important information wraps up the end of the piece. Look at this example of a blog from the Nielsen Norman Group.

The points that immediately follow tell you important details what a customer journey map is and why you might need one :.

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This writing technique originated with early journalists. The idea was to give readers the most important details of a story, first, so they could understand the main point without having to read further unless they wanted more details.

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The rest of your blog or article should still contain good supporting information. Using the inverted pyramid style of writing does NOT mean you front-load your blog or article with all the juicy bits, then slack off for the rest of the piece with filler. In writing, this is the use of repetitive wording, unnecessary details, meaningless phrases, or other diversions from the main topic that serve only to pad your word count. Concerning the matter of the test, she passed with flying colors. Another version of fluff is restating points you have already made by changing up the wording.

Both of these sentences get across the exact same information.

The Writing Cooperative

The second sentence is total fluff. As you can see, fluff weighs down your writing. It makes it slow, boring, and redundant. Online readers have no patience for this kind of crap! Hemingway Editor is particularly good at this! To learn what words are common fluff targets, check out this infographic and get familiar with fluffy words and phrases you can cut from your writing without losing meaning or impact. Where are they most active online?

What writers and others say

What kind of information do they need? That last method is especially important when you write for the web. Think of your audience again: what search terms would they type into Google? Make sure to include those terms in headlines and sub-headers. Structure your content like an upside-down pyramid or cone.

The most important messages go at the top of the page. Then, gradually drill down to the more specific, supporting information. End with tangential details. The most pertinent details—a description of the theme, date, and location—would appear at the top of the page. Supporting details like speakers and their lecture topics would follow.

The less important information—such as conference organizers, the history of the conference series or a list of related resources—would appear at the bottom of the page. These two graphs can help you conceptualize the structure of your site. Focus on using nouns and verbs; use adverbs and adjectives sparingly. Most of the popular models are based on the length of words and sentences in a text.

These three tools will scan your text and score its readability:. Can your text be easily understood at a 7th to 9th-grade reading level?


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  • Use active rather than passive verbs, and specify the subject of the sentence. Active voice helps create succinct, reader-friendly sentences. Specific, real-world examples help readers better understand and visualize your messages. Consider these two descriptions:. Specific details in the second description show readers the dog bone rather than tell them about it.

    20 Quality Content Writing Tips For Web Pages

    The web is for everyone—not just technical experts. So make sure information is understandable for the educated non-specialist.

    Spell out acronyms on first reference. Avoid insider language.