Being a great writer is something; writing great web content to stand out and maximize your SEO is something else. Rules for the web have changed and you have to consider them to increase your chances of being found. Today, the vast majority of visitors just scan your web page for the content that interests them. Here are some rules to follow for Web Writing.
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A Web writer isn't just someone who writes well. Web Writing is now viewed in terms of “content creation.” What is more, reading has become multi-sensory, involving text, but also images, sound and interaction between the website and its user. Users want an optimal experience and a site that meets their specific needs
The goal of Web Writing is to improve your website's SEO efficiency, attract readers and extend the time they spend on your site by optimizing the experience, so that visitors become customers. This requires good knowledge of the users.
First and foremost, Web Writing aims to index your site in search engines, using SEO (search engine optimization). You want visibility just as much as users want to find you! Analyses are therefore conducted on several levels, which are all interrelated:
A good Web writer will create quality content that is significant to the target audience (making it more popular in search engines) and structure it based on the keywords and semantic field while making sure that the text flows naturally and is enjoyable to read
Three types of people will visit your website: those who will leave after 10 seconds, those who will spend two or three minutes and those who will browse for 10 to 20 minutes. It's impossible to make every visitor spend 20 minutes on your site, but if the information is well-organized, the text is spaced out and the message is simple, it will certainly reduce the number of readers who leave right away.
A neurosensory analysis has shown that people visually scan Web content in an F-shaped pattern, as seen below:
Source: Jakob Nielsen's Alertbox: F-Shaped Pattern For Reading Web Content ( www.nngroup.com/articles/f-shaped-pattern-reading-web-content/)
There is therefore a hierarchy to apply to a website's textual content, to help users find the information they want and then continue reading. That is the Web writer's main objective.
Web content has to be very precisely structured if you want to extend the time users spend on a website. This is done by applying the inverted pyramid model:
If you're able to hook readers with the title and lead, they will extend their stay, greatly increasing the likelihood that they will become a customer!
Web Writing also take responsive design into account, to make it easy to browse the content on various platforms (computer, tablet, smartphone).
To optimize the user experience, it is also important to invite them to participate. Certain key elements can be inserted, such as:
All of these elements facilitate, humanize and dynamize the user experience. They call on the senses, arouse emotion and direct the user's actions. What is good for users is also good for you.
A website with well-structured, quality content can help grow clientele and increase visibility and reputation for your insurance company in Thetford Mines, for your NPO in North Montreal, for your transportation company in Calgary, for your hockey league in Iqaluit, for your hotel in Rosemont, for your restaurant in Vancouver, for your business in Halifax, for your company in Granby, for your SME in Mirabel, for your car dealership in Mirabel, for your startup in Saint-Laurent, for your small town in Lachine, for your store in Quebec, for your shop in Québec Maritime, for your thrift shop in Plateau-Mont-Royal, for your shoe store in Magog, for your clothing store in Quebec, for your electronics store in Quebec, for your robotics store in Magog, for your eyewear store in Côte-Nord, for your furniture store in Baie-Comeau, for your construction company in Mont-Tremblant, for your hostel in the Magdalen Islands, for your lodging in Longueuil, for your camping in Beauport, for your outfitter in Nuns' Island, for your printing house in Lachenaie, for your financial service company in Candiac, for your organization in Rosemont, for your nonprofit organization in Saint-Laurent, for your non profit organization in Princeville, for your small business in Saint-Jérôme, for your insurance broker in Drummondville, for your human ressources in Black Lake, for your non profit in Saint-Hyacinthe, for your HR in North Montreal, for your warehouse in Gatineau, for your bed and breakfast in Gaspésie, for your spa in Chaudière-Appalaches, for your brewery in Regina, for your city in Toronto, for your town in Canada, for your microbrewery in Edmonton, for your association in Princeville, for your tourism association in Montmagny, for your regional tourism association in Gatineau, for your RTA in Côte-Nord, for your pub in Rosemont, for your bistro in Boisbriand, for your salon in Saguenay, for your hairdressing salon in Saint-Georges, for your beauty salon in Vancouver, for your plumbing company in the Laurentians, for your sugar shack in Halifax, for your agency in Saint-Hyacinthe, for your recruitment company in Robertsonville, for your headhunting company in Saint-Jérôme
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