By following these 10 commandments to the letter, you will gain in efficiency and persuasion in your messages, on the Internet as elsewhere. Otherwise, beware of punishments!
1. Short, you will! And basically, quickly you’ll go.
Avoid overly long introductions and endless sentences. Present essential information quickly and succinctly.
2. Even shorter, you will try.
No one has time to waste. This is why the first two commandments order you to cut your prose as much as possible.
So I’m not going to dwell on the subject any longer so as not to unnecessarily lengthen this blog post.
3. Attention, you will capture.
Internet users have an extremely low attention rate. You must therefore imperatively arouse their interest from the first sentence, taking care of your title and your introduction.
The first must be impactful, the second must be informative while making you want to discover more. This is probably the most difficult phase for any scribbler on the web. To make it easier, here are 40 techniques for writing catchy titles like a pro.
4. The basic rules, you will follow.
Web writing is not as complicated as it looks: a main title in H1 with a keyword, a title tag with the same keyword, an introduction including – you guessed it! – again the keyword and, of course, the presence of the age-old keyword in the main text.
By following these basic rules, you already master the b.a-ba of writing on the internet and can claim better visibility in search engines.
5. Information in a structured and hierarchical way, you will present.
The structure of a text on the web is not rocket science: a title that informs and captures attention, an introduction that summarizes all your message and a text in which the information is delivered in order of importance.
Since most readers don’t read text all the way anyway, they’ll quickly grasp the essence of your message. Do not forget to ventilate your writing as much as possible, in order to encourage reading diagonally.
6. The blabla, the hollow speech and the too promotional formulas, you will banish.
“We are professionals at your service”, “With us, the customer is king”, “Your satisfaction is our priority”, “We are a leading company in its field”. Sadly flat sentences that waste space and time.
Flee like the plague from overly agreed formulas and instead give information that is useful or that brings added value. To find other hackneyed formulas you should definitely avoid, read the “15 phrases your customers don’t want to read anymore.”
7. To be of service, you will think.
Sorry to tell you, but no one is interested in you or your business. Instead of describing yourself abundantly and throwing flowers at each paragraph, show visitors how you can solve their problem or how you will improve their daily life!
8. For readers, you will write.
Write in their language rather than in your jargon. If you speak to professionals, you can happily bypass this command. In other words, be sure your readers understand you by using words they use frequently.
9. Search engines, you will not deceive.
The era of keyword stuffing, the art of repeating keywords in profusion, is definitely over. Search engines have become smarter and they quickly understand the subject of a page or article if you follow a few basic rules of web writing.
In addition, there is nothing more irritating than reading over-optimized text.
10. The universe of your brand, you will transmit.
The communication universe of your brand (your differentials, your promises, your positioning, your values) must clearly be conveyed on your site through a editorial tone adequate.
By showing what makes you unique, and as far as the consumer considers it to be an advantage, you still have an advantage over your competitors.