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Writing For The Web
Well, yes and no. Certainly there are requirements common to all writing. Correct spelling, for example. But the requirements vary according to the task. In writing a story, such things as sustaining suspense and pace are fundamental. If the reader does not feel compelled to turn the page, the tale does not "sell." Oddly enough this characteristic essential in fiction, applies to writing articles. If visitors do not read enthusiastically to the end of the work, then you did not reach them.A Rule Of Thumb While there are many options in structuring an article, it's hard to beat that old, tried and true formula that goes like this.
This format is excellent. Readers can see in a glance whether or not they have need for the information that follows. Thus they can quickly move on if they do not. What's more, they will thank you for not wasting their time by dragging them into content of no help to them. This applies to articles you write for your newsletter and for those you submit to others.Some Guidelines The following are must-have elements authors who want their work to be accepted as first rate must include. While I'm thinking of articles here, all applies pretty much as stated to web pages as well.Writing Without A Purpose It doesn't work. You have likely seen hastily written newsletters that simply ramble from beginning to end. Sure, there may be an idea or two mixed in that's worth a thought. But most will go unnoticed for few will struggle through the ramblings. Before beginning, a clear purpose for the piece needs to be defined. The point you want to make, if you will. Or the information you want to provide. Next consider the points your want to include that collectively define that purpose and demonstrate its value.Start With A Bang The title matters more than many believe. Think of it as the headline on a sales presentation. Its purpose is to draw the reader into the first paragraph of the article. The first line of the first paragraph, and the first paragraph itself, are critical. It is while reading this text, your reader will decide whether or not to continue.Hold To A Steady Even Flow While extensive outlining is not much help, it's a good idea to know before you begin writing, how you plan to grab attention immediately. And equally important, how you want to wrap. This needs snap, if you can manage it. Something memorable the reader carries away that reminds them of what was presented. Given you know how you want to begin and end, consider the points you want to make within the article. Some recommend ordering these points with the most important first. This is the format used in newspapers so that wherever a reader quits, they have seen the strongest points. While many also recommend this format for articles, it doesn't work as well for me. Flow matters more. That is, begin with the point that matters most if possible. But be sure it flows from the headline. Else choose to open with a lesser point. There must be no sudden "jump" between the headline and first sentence. Organize so that other points flow from the first to the end of the piece. To put this another way, later points in the piece may be more important than earlier ones, but include them where they best fit within the flow. Ideally, one builds from a title to a startling conclusion, all as one steady crescendo, with content increasing in significance and impact. In reality, this is seldom possible. Simply arrange the points you want to make in a manner your readers will find sensible.The Secret To Great Paragraphs The first line matters, but the last one matters more. In making this statement I'm at odds with many writer. But I think in terms of flow. Always. Let the first line sustain and enhance interest as possible. Let the balance of the text make the point clearly, but flow into the last sentence. Let the last sentence express the essence of the point, to be carried into the rest of the piece. When an article is organized in this way, the reading task is easier. Only the last sentence in each paragraph needs to be remembered to understand what follows. These aren't rules. If you look at what is written above, you'll see I did not follow this pattern in all cases. At times it just doesn't work well. Still, accent the meaning of the paragraph in the last sentence as possible.The Last Sentence And Transition The last sentence must also flow as nicely as possible into the next paragraph. This encourages the reader to continue and makes for an easier read. Note the paragraph above that begins with, "These aren't rules." This is a distinct break from the prior paragraph. And this is often needed. In this case, similar but related points are made. While the ideas flow from the paragraphs above, they do not flow from them directly.Subheadings To The Rescue Whenever the flow can not be evenly sustained, use a subheading as above. This creates a distinct break from the thinking in the previous section, and begins a new one. Sure, the content under the subheading needs to be appropriate. But it may be quite different than content in the previous section. In a more formal piece, I might have used, "Use Subheadings When It Is Necessary To Break The Flow." My style is to punch up subheadings as possible. The one I chose above says nothing to those scanning this piece, and is thus not the best choice. But it fits with what is being said.Wrapping With Snap At the very least, wrap an article on a positive, upbeat note. Leave your reader nodding his or her head in acceptance. Or with a grunt of surprise. Or a chuckle, maybe. I'm really done with this piece here, but I'll take a shot at a wrap. Grab your reader by the nose with your title and the first sentence. Grab real hard. And don't let go of that nose until they've read the very last sentence. This is your task as a writer. Do this right, and your readers will never know what an awful thing you have done to them. They will simply say, "Thanks."
BOB MCELWAIN author of "Your Path To Success." How to build ANY business you want, just the way you want it, with only pocket money. http://sitetipsandtricks.com/opts/mcb.html Get ANSWERS. Subscribe to "STAT News" now! join-stat@lyris.dundee.net
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