I have already wondered about the origin of the pleasure of writing. Writing for the web or even for a more traditional medium is passionate, so you can feel it when reading. I tried to draft a memento to understand how to write for the Web. I read each of the comments but also the messages received and in almost all cases, I gave an answer not to impose my ideas but to take into account the issues thus raised. Because writing for the web also requires more than elsewhere to take into account the reader, in this case the Internet user …

An obligation of results no means

Formerly the greatest writers dared to distance themselves from reality and truth. Approximations or gross errors could then pass without being revealed. Let the web editor be wary, nothing can go online. An erroneous interpretation, an error of understanding inevitably leads to serial reactions. The fixes are numerous and expressed with more or less decorum. The result is twofold. Not only does the editor have to engage in endless exchanges that are as sterile as they are unproductive, but the Internet user has doubts about the seriousness of the content he discovers. Doubt is not allowed, the reader will leave the site by finding another in a few clicks.

google loves me workshop banner

We don’t go so far as to say that web copywriting is close to journalistic investigation, but we’re not far from it.

Responsiveness required for an instant update

When you write for the web, you don’t (in most cases) write a novel or a fiction, but just explain, describe, relate … information, facts, data. Whether presenting a tourist destination, describing one of the many products in an online store, or answering everyone’s daily questions, we saw that we had to meet requirements and constraints of all kinds (Keywords, SEO, …) but also impose an obligation of veracity and verification of the words expressed.

However, this is not enough, because if the Internet user hates being misled by this erroneous information, he just as much hates outdated information, which has not been updated. What good is it to know that the XXXX beach allows you to dive in this turquoise water, when you do not know that an oil tanker ran aground 15 days earlier. Will we interest a site visitor by describing the mechanisms of the tax exemption of a real estate investment, while the next finance law removes these provisions, …?

Update whatever happens. It seems to make good sense and everyone agrees on the need for such an approach. But a web writer, however serious, can manage the tens of thousands of articles he provides to his clients. Whatever you say, the answer is obviously no.

I mentioned in the previous article the need to invest in quality in the long term, this is the same dilemma. In most cases, the editor is responsible for producing the content, taking into account the specificities and expectations of both the client and the reader (= the client of the client). The updating of these editors is only exceptionally entrusted to the editor in question. However, such an approach guarantees a quality site over time and even if the results are not immediate (the Internet user also likes speed, very rarely synonymous with quality), they are, with the passing months, important and lasting. This relationship of trust (and therefore the visibility and effectiveness of the site), I will talk to you about in the next article.

And don’t forget, your comments and other messages allow me to understand the issues, ignored here.