• Structure
  • how someone is going to read content
  • F scan – chunk information so people can scan more easily
  • nice heading, subheadings, shorts paras, bullet points

 

• Relevant + Useful
  • looks at competitors
  • more research into what users want to get out of content
  • give practical advice
  • look at analytics – if people are linking to your site
  • social media if people are talking about content

 

• Accurate + Credible
  • trusted content
  • have the expertise to be writing about that content
  • check with an expert if correct
  • research
  • David Ogilvy
  • review
  • reliable + believable

 

• Current + Consistent
  • take things away that are out of date
  • think about when things will expire
  • is it still relevant?
  • consistent tone of voice
  • abbreviations and acronyms etc = consistent

 

• Findable
  • how do people find your website?
    • search
    • links to your website
    • within website: navigation, internal links, website’s internal search

 

• Scannable
  • F shaped pattern
  • chunks of content, headings, subheadings
  • summaries at the beginning
  • white space can make website more attractive to the eye = breathing room between content

 

• Simple
  • plain english
  • short sentences + paragraphs
  • lists
  • graphics, tables, pictures
  • personal: I, us, we, you
  • match user’s knowledge, eg writing for a teen website
  • direct
  • verbs not nouns, eg ‘consider’ not ‘consideration’
  • inform don’t impress
  • examples + analogies

 

• Interesting
  • personality
  • topical
  • present it in an interesting way, eg info graphics
  • don’t oversell, push user, have fluffy introductions or use jargon

 

• Voice
  • personality
  • tense: present active
  • consistent across all channels

 

• Writing Style
  • inverted pyramid
  • read content out loud to yourself – could you leave the page after one paragraph satisfied you have all the info?