Imaginasium's Ten Quick Tips for writing effective, results-producing Web content — the kind that moves people.

1. Ten Quick Tips
for Web Content
Well-written communications — When writing for the Web, use these 10 rules 6. Limit list items
not the run-of-the-mill, but lively, to keep your writing clear, crisp concise — As a general rule, people remember no more
interesting stuff that engages, and best of all, effective. than 7-10 things at a time. Keeping your list
tells a story and generates items short gives them a better chance of
desired action — should be the 1. Start at the end being remembered.
hallmark of any communications In journalism, they call it the inverted pyramid.
coming out of your organization. It means make your point in the first few lines, 7. Add keywords
But the message has to match and then expand upon that point. Slow build- Words and phrases relevant to your industry
the media. ups lose readers. not only help search engines find you, but
also move you up higher in search rankings.
2. One idea per paragraph Develop a good list and make sure they’re
Web readers really aren’t readers; they’re written in to the copy of your Web site.
scanners. So keep your copy content focused,
committing to one thought per paragraph. 8. Include internal sub-headings
Sub-headings make the text more scannable.
3. Write relevant content Your readers will move to the section of the
If it doesn’t relate, leave it out. Web readers document that is most useful for them, and
want information that pertains to what they internal cues make it easier for them to do this.
came for, and unless the information is relevant
to that pursuit, they won’t care. 9. Make your links part of the copy
Links are another way Web readers scan pages.
4. Use action words They stand out from normal text, and provide
Don’t be passive, let your readers know in no more cues as to what the page is about.
uncertain terms what to do next.
10. Proofread
5. Use lists instead of paragraphs Errors in spelling and grammar risk making you
Lists are easier to scan than paragraphs, look incompetent in general. Carefully proofread
especially if you keep them short. everything that’s heading to the Web.
For more information on Brand Alignment and how it benefits ALL of your communications
and business efforts, contact Imaginasium at (920) 431-7872 or visit imaginasium.com
live your story Imaginasium is a Full Brand Alignment firm dedicated to guiding leaders through measurable change
by aligning their brands through strategic marketing communications.
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