How Should You Write Your Texts to Increase Readership?

There are millions of posts and articles on the Web. So, how do you get more readers? In addition to relevant topics, (see blog - What Should You Talk About), your texts must be compelling, attractive, in depth, and objective.

1. Compelling

Given the volume of information on the Web and how easy it is to browse from site to site, online reading is very different from reading hard copy. On the Web, we scan the pages in an F pattern, deciding what we want to read (1). On average, this action takes seven seconds! Consequently, the title, the first paragraph, and the sub-titles of a text must make a strong impression to motivate surfers to read the whole text. Therefore, short titles that address the reader (What’s in it for me?) and possibly controversial titles or titles with figures (e.g., 10 tips for…) are strongly recommended. One of two approaches should be adopted for the first paragraph: briefly describe the context and benefits of the solution proposed, or state the conclusion first (principle of inverted pyramid).-

2. Attractive

Many studies (2) have shown that, on average, Web surfers read 20% of the words on a Web page (this percentage is obviously higher if the readership is targeted and the titles are compelling). It is consequently to your advantage to optimize the layout so as to engage the reader. Divide your text into sections, add photos and charts, use a few colours, put important words in bold, use short sentences, and use plenty of white space.-

3. In depth

Have you ever looked for information on the Web on a specific topic and read dozens of texts? If you found a comprehensive article (or a series of linked articles), you would most likely have saved time and effort. Because you want to demonstrate your expertise and your leadership, there is no point in discussing topics in a superficial manner. Stand out from the competition, do in-depth analysis and write comprehensive texts. Deliver high-quality articles to your target audiences and you will have major benefits for years to come.

4. Objective

To optimize the credibility of your content, avoid inserting passages promoting your products or services. Just add a short paragraph at the very end providing a profile of the author and/or company with links, as needed. As well, state your sources and suggest other informative articles.

Sources:
1 Jakob Nielsen, Alertbox
2 An empirical study of Web use, ACM Transactions on the Web

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	Simon Hénault B.Comm, MBA - Corporate Journalist - LinkedIn Profile
	I help businesses in the production and delivery of content allowing them to be found on the Web, be perceived as experts, strengthen their clients relations and increase their revenues.