—  Web Writing
Rules to follow to create powerful content

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.

SEO writing.

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:

• Social: level of education, psychoaffective proximity linked to the target reader's needs
• Space and time: target reader's geolocalization, current events
• Semantics: relevant, quality content
• Lexical: definition and appropriate use of the keywords and semantic field linked to the topic

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

Reading behaviour

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.

An effective structure

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:

• The title is short, is directly aimed at the target audience and is written with referencing in mind
• The lead summarizes the text, but in a way that grabs the reader and makes them want to read more
• The first paragraph answers the 5 Ws (who, what, when, where, why) and already provides the reader with the important information
• The second paragraph answers “How much?” and “Why?” if necessary
• The following paragraphs cover the subject in greater detail, providing additional information for more tenacious readers

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).

Interaction: a participative experience

To optimize the user experience, it is also important to invite them to participate. Certain key elements can be inserted, such as:

• Call to actions (CTA) buttons: “Subscribe,” “Contact us,” “Call,” “Buy,” “Add to cart,” etc
• Sharing icons for social media (Facebook, Instagram, Pinterest, Twitter, etc.)
• A comment section
• Video to go along with the text
• Hyperlinks to additional external resources (partners)
• And more

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.

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