Paths of communication are changing dramatically as we make the shift online. It’s important to adapt your style to meet the nuances of web in order to really be heard.
Punchier, succinct, clear and accessible language and tone should define online dialect. We all understand that internet users expect information at the click of a button and an initial and very brief skim will quickly determine whether the page will give readers what they want.
To meet the needs of the online user, we must find a way of conveying the information in just the right way, so consider the following:
Less is more. Long gone are the days when reams of complex pages validate content quality – undoubtedly less is more. It’s a good idea to get the framework of your piece down using headlines and then begin to drop your content in. Review this at the end – ask yourself, how can I edit this down? How relevant is this? How can I say this in a punchier way? What words or phrases can I introduce that could replace bulkier elements? This can take time and involve a new style and approach to writing but once you get into the flow, it will be worth it.
Know your audience. Understand who you’re talking to, what their interests are and what drives them. Use language that they can relate to and that they will use and respond to. Focus on issues that affect the reader be it at work, at home or within the various roles that may make up their lives.
What are you offering? Make sure that each piece has relevance and meaning. Ask yourself what purpose the content has and recognise whether it can be used other people. If it can’t then the subject may need a rethink.
Create a unique voice and persona. In a world full of online voices, yours must stand out. Adopt a specific tone and stance and be consistent with that so people get to know you and begin to perceive you as an authority on certain topics.Staying true to your online voice cultivates an honest and trustworthy persona which will encourage people to return to your site or blog again.
It’s a cliché but practice does make perfect. Follow these simple steps and you'll be on the right path!