Techy? Sometimes. Funny? Often. Relevant? Always.

It’s a common question/quandary/obstacle/time delay all wrapped up into one — How do I write content for the Web? Here are three quick tips:

1. The 30 second intro principle. Consider your home page content as the “sales pitch” you have to give. Even if you’re not selling a product or service, you’re always selling something — your story, your brand, your reputability, etc. The most important words are the first ones. They set the stage for everything else you will say. Why only 30 seconds of intro? After this, if they’re not interested, you’ve lost them. This needs to be concise, clear, and deliberate.
2. Ask Jeeves principle. This search engine, now called Ask.com, was launched in 1996. It was started to allow users to enter searches with questions posed in everyday language. The thinking here is that in a question for information, the user defines and limits his/her search in an optimized, concise way. People are actually really effective communicators when they want something. This principle carries over into writing content for your Website. It’s easy to get caught up with using vague words and descriptions or buzz words that really don’t enunciate what you really are or what you do. The goal in writing Web content is to use concrete terminology that pertains to your brand. Boil down your ideas to the core information, and support that information with good writing style (if you can’t, hire a writer — it’s worth it). This will have HUGE Search Engine implications. (You have my word.)
3. The Person over Product Principle. This seems like a hair-splitter. <Touche> This is not to say don’t talk about your product or service. However, here is the “hair-splitting” distinction that really separates good content from bad on the Web — Are you writing more to tell the user more of what you want them to know or of what they want to know from you? Example: You could tell a user/potential client how greatly acclaimed your product/service is, or you could go the extra mile and explain to them what benefit it will have for them. Again, a small step that leads to a big gain in the “long run,” pardon the pun. From our experience, business owners and non-profit leaders often think of writing Web content in terms of simply gathering data for every part of their site map. Remember this: The user is the single reason you have a Web site in the first place. You can’t ignore this fundamental element. With every sentence, keep your user in mind.