Let the Medium Guide Your Style
Writers should think about the layout and the medium as they write.
- Will a punchy headline dominate the screen or page?
- Are there many distractions on the page including accompanying graphics?
- Are paragraphs squeezed into narrow columns?
- Will the text be displayed on mobile?
- Are readers looking for expert advice or a general summary?
- At what reading level is the medium aimed?
- Is the information emotive or technical?
- Will your readers understand your text if it is loaded with keywords to attract search engines?
Titles
Karen Toth: Pilates Workbook
Regardless of the medium, a catchy title helps readers decide if the article is interesting.
Online titles should be optimized for two things: the website and keywords.
Designing for the web has limits. The website may display on a widescreen TV or on a mobile phone and while style sheets can resize the font face for the technology, there are limits.
Keep your titles reasonably short and punchy and include one keyword or phrase. The keyword itself will help readers determine if they are interested in your topic and it will help search engines decide what the topic of your article really is.
A tip from Ezine Articles: Writing a good title is like window shopping: If the reader sees something enticing or irresistible, they will stop by!
Write About What You Know
Readers click on links that take them to places they think are interesting. It’s like getting on an airplane: you want to check the destination before departure.
Readers look for two things when they browse the web: information or entertainment. Your title, the link text, and the context should indicate what the reader will get when they arrive on your page. They will only be frustrated if they find something unexpected when they get there. Unexpected includes
- web pages that repeat the summary or excerpt they just read
- blank pages
- blatant advertising with the caveat that if they clicked a link that says “click here to buy” they expect to go to a shopping cart. “Click here to learn more about our products” should provide detailed information about the product and your service agreement.
- a generic opinion from someone with no expertise.
In other words,
- Write something.
- Write more than a couple of paragraphs.
- Write about what you know, and
- Write about something your readers want to discover.
- A broad topic is like a scattered shower during a drought. Narrow your focus & drench your audience with a satisfying rain!
- rite what you know! Visitors want to read articles by trusted Experts, not someone who “somewhat” knows the material.
- You expect great service wherever you go. Ensure your article performs the ultimate service by focusing on the reader.