How to write stuff that people want to read (especially online)
You want people to read what you’ve written and there are a few tricks you can use to make sure that happens.
Here are 9 of the best and if you want more: talk to us about getting writing training.
This is a version of a webinar I gave for Universities UK.
1) Ask yourself what the point of your content is
If you don’t know what the purpose of your content is, you don’t know if it’s working, whether the user can find what they’re looking for or take the action that’s needed.
Instead of publishing everything and anything, it’s better to publish well-thought out content that has a distinct and measurable purpose.
We tend to value production over purpose, but ‘build it and they will come’ is not a strategy. This might mean publishing less stuff or less often, which will be different to what you’re used to.
2) Help your audience complete their task
People tend to visit a website to do something. As a writer, it’s your job to help them do it.
We’ve all been on a webpage where the heading says one thing and the content says something else – or doesn’t give the full story. And we all know how frustrating that is.
In UX design we talk about user needs. When you have a clear set of validated user needs – when you understand what people are coming to your site to do – you can plan your content to give the right information at the right time.
3) Understand how search engines work
If someone doesn’t know your organisation, it’s unlikely they’ll find your website without using a search engine and finding your content in the results.
You need to know how search engines work so you can help people find your content.
There’s a whole industry built around search engine optimisation (SEO), but just understanding the basics of search can really help.
Results have character limits – around 60 for the title and up to 230 for the snippet. Plan and test your content so it’s as concise and meaningful as it can be in that short character allowance.
Content that gets cut off mid-sentence, is duplicated, not relevant or just plain uninteresting could be the reason someone doesn’t visit your site.
4) Make your headlines do the heavy lifting
Put the most important information at the start of headlines so users can see it straightaway. It can be tricky to do this but it’s worth the thought and effort.
It also means this information doesn’t get cut off in search engine results if the title is too long.
Use the words your audience will use and search for in your headings and sub-headings throughout your content.
Some headline techniques for encouraging reading include:
making it about the reader and what’s in it for them, for example: ‘Designers, here’s how you can shape product strategy’
making it clear in the headline what the content is about, for example: ‘How do product design teams converge on an idea?’
making people curious or teasing the what or how of the content, for example: ‘Airbnb permanently bans parties around the world’
asking a question, for example: ‘What are carbon border taxes and why should you care?’
introducing a sense of urgency, or scarcity, for example: ‘Don’t miss out on these bargains’
using the rule of three (such as items in a list), for example: ‘ Cancelled flight? Shoddy clothing? Disappointing meal? Blame the hidden curse of 2022’
using rags to riches, or vice versa, stories, for example: ‘How Wise co-founder went from tech darling to tax list of shame’
including direct quotes, for example: ‘Sugababes: “I didn’t know I needed this until we did it”’
5) Understand that reading online isn’t comfortable
Reading online is different to reading printed material in that:
you scroll online, which can be disorientating
the screen is backlit, which means you blink less often and your eyes get dry and tired
it’s harder to retain information without the physical markers of print
Knowing about this discomfort means we can structure our writing so it’s easier and quicker to get through.
Formatting your content with sub-headings, lots of paragraph breaks and lists can make it easier to digest as:
headings allow readers to find the information that’s most relevant to them
paragraphs show hierarchy with the most important information at the top
the negative space that headings and paragraphs create help readers see the shape of the words, making them easier to read
6) Write less
When scanning a web page we don’t always read all the way to the end of the page and we tend to scan web pages from left to right in an ‘F’ pattern.
This means you should keep your content as short as possible.
Write only what the user needs. Aim for a maximum of 20 words a sentence with one point per sentence.
Put the most important information at the top of the page and at the beginning of headings and sentences to help your users scan through.
7) Switch up the structure
We have a tendency to explain the ‘why’ first and then explain the ‘how’ and the ‘what’.
But if your content is task based, tell people what to do first and if necessary, explain why afterwards.
This is because usually people:
will have searched or followed a link to find your content so will know why they are there
don’t have as much time as you think
aren’t interested in background, rationale or organisation-focused information
If you're writing long form content, you could explain your premise and conclusion in summary in the opening paragraph.
8) Use everyday language
Research shows that people’s preference for clear English increases the:
more complex the idea
higher their level of education
greater their expertise
Using simple words and plain language is also more accessible for people:
with dyslexia
who are not fluent in English
with other cognitive issues
Clear – or plain – language makes it easier for people to read and understand information. As well as this, it also could reduce the number of support queries you get.
9) Tell a story
Stories help us understand the world and each other. They teach us important social skills such as empathy. They also help us understand information better and retain it for longer.
Using storytelling techniques can help you engage readers and help them remember what you’ve written.
Stories are simple, with just three elements:
Problem: Simba’s father is killed in a stampede and Simba thinks it’s his fault. He flees and his wicked uncle Scar takes the throne.
Learning: The kingdom falls into ruin under Scar’s rule. Meanwhile, Simba meets Timon and Pumbaa, who show him how to live a good life. Time passes. One day, Simba meets childhood friend Nala who tells him about the state of the kingdom and begs him to return. Simba realises he needs to learn from the past, not just run away from it.
Change: Backed by his friends and newfound courage, Simba returns to challenge his uncle and claim his rightful place as the Lion King.
But stories have to be interesting. They have to surprise us. This usually comes when our expectations are subverted and:
something has a greater or smaller impact
doing something differently worked
people changed
And finally: make it about the reader
Every time a user comes to your page they’ll be thinking, ‘what’s this got to do with me?’
Frame the way you’re giving information to make sure it’s relevant and useful to them.
Only when we match what we have to say to what our audience wants to hear will our communication have an impact.
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Content design training for non-writers at the Wellcome Trust
We helped a team of Wellcome Trust product designers embed content design into their workflow.
Digital skills training for the Welsh Local Government Association
We helped the Welsh Local Government Association (WGLA) digital team improve the user-centred design skills of government officers across 20 local authorities.
Training for the World Food Programme’s new intranet
We designed a bespoke course and trained 120 people at UN agency World Food Programme (WFP) so they would know how to write for their new intranet.