These tips are focused on helping people who build texts for a website. They are advice, and not laws, they work as a guide. Almost always in companies it is the staff of the marketing or communication department who raise these texts, and many times they do so thinking in the same way as they would for an offline medium.
10 SIMPLE TIPS:
Know the audience for the text and write it accordingly
Use direct , simple and concise language
Limit phrases to a maximum of 20 words
Limit sentences to one idea per paragraph
Limit paragraphs to a maximum of 5 lines
Organize content according to the inverted pyramid style — from highest to lowest interest
Write in plain and simple language - close to the spoken language
Use the active voice ; avoid the use of jargon and clichés (when you have to use acronyms, give the full version); use expressive verbs
Abbreviate the text by omitting words that do not provide meaning, for example, "as we said before"
Facilitate reading by leaving plenty of blank spaces and avoiding the use of different fonts except for subtitles
ADDITIONAL TIPS:
Choose meaningful headlines and subtitles to divide the text and facilitate navigation
Avoid long blocks of gray text by using bulleted lists
Check the text to make sure there are no grammatical or spelling errors
PLUS...
1. Title: It is not the same to write headlines for the Web than for printed texts. The amount of information available on a screen is limited , unlike a newspaper or magazine that allows you to see the headline, photograph, legend, download or deck (explanatory secondary headline) and the body of the article at the same time. The title is what is going to make the reader stay in your article or section, and you have seconds to achieve it.
2. Body:
Use short sentences, bulleted lists and subheadings: Most people do not read web pages in a linear fashion . Rather they explore them looking for areas of interest and using links jump from one site to another. This leaves little or no control to the writer over how the reader will approach your material. That is why it is important that the document is easily explorable.
3. Graphics:
A good text must be accompanied by good graphics. Images help make reading more enjoyable and can attract a lot of the reader's attention. If we think of as Web readers, we always tend to associate an image with an article.
4. Links:
It is important to always cross-link within the texts. For example, if you are listing products, each of these should have a link to the product section. In articles, if applicable, relevant links should be provided that support your text or that provide more descriptions of it.
5. SEO:
Our content must be thinking about the search engine positioning. For that we must use keywords with a density of 3/100 words. Keywords must be in titles, subtitles, and the first paragraph of text. Do not abuse, as the search engines realize.
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