15 Useful Writing Tips For Web Articles 

If you’ve been immersing in the digital world, I’m pretty sure you’ve come across blogs that influenced you one way or another. That’s because more and more brands are delving into web writing to gain online exposure. HubSpot claimed that blog writing could increase revenue by 13 times more! Sounds easy? Yes, but not if you’re the one writing for the web. As content writers or copywriters, writing is a mentally demanding task. Not only are you trying to craft a magnificent piece, but you’re also making sure you hit every spot for your audience. 

So how do you get your target readers to click and read your blogs until the end? There are a few tips and tricks of web writing you must start doing now. Here’s how: 

1. Know Your Audience

If you’ve been writing for the web for quite some time now, you know how crucial knowing your audience is. Without undertaking this initial step, you will never get your message across no matter how irresistibly good your products or services are. 

Take time to get to know who you’re writing for. Determine your audience’s pain points and work your article around them. 

2. Write Concise Sentences

Always remember that every reader is different. Some aren’t the sharpest tools in the shed and might not be able to process complex information quickly. The solution?

Write shorter sentences to cater to all readers! As one of the SEO best practices, 20 words or less is the preferable sentence length. And Jeff Bullas does his blogs in this manner. 

3. Follow the Inverted Pyramid Format

The inverted pyramid writing format is how journalists write their editorials. You start with: What, why, who, where, when, and how. 

Then you follow them up with details and general information. Read how Forbes does this with ease. 

4. Sprinkle Cliffhangers Throughout the Blog

Writing for the web means getting your readers hooked from the beginning until the end. And how can web writers do that? By adding cliffhangers or using the bucket brigade form of writing. 

Cliffhangers cause doubt, internalization, questioning, and stirs emotions. The best example I can think of is Neil Patel’s compelling blogs.

5. Write Keyword-Rich Blogs

If you’re blogging for the web, you’ve probably come to grips with SEO marketing. Without this, you’ll never be able to rank your articles.

Do keyword research and adhere to white hat SEO to get on Google’s good graces. 

6. More Subheadings for the Skimmers

Do you know that most people skim-read articles by picking out terms that interest them? To get them to digest your blog efficiently, make use of attention-grabbing subheadings. 

Better yet, utilize your H1, H2, H3, and H4 tags aptly. I’ve always been a fan of how HubSpot structures its content through catchy subheadings.

7. Write Clickworthy Titles

Netizens’ attention span has decreased from 12 seconds to eight seconds. That said, you want to captivate them with click-worthy titles to stop and well — click. 

Here’s INC’s comprehensive list on web writing titles or headlines that get clicks. 

8. Try Listicles 

If you scour the internet, you’ll notice why most blog titles start with listings: 

• “10 Best Restaurants in the World”
• “Top 12 Tips on How to Renovate Your Home”
• “20 Healthy Superfoods You Must Start Eating Now”

Most content or web writers structure blogs like this because more people are tempted to read these kinds of blogs. Why? 

That’s because they’re effortless to scan and digest. Try this technique if you’re writing for the web just like how a graphic design company, Penji, does it.

9. Use White Space

White space is essential to make your blogs friendlier on the readers’ eyes. They provide a quick lull and allows readers to process information bit by bit. 

Here’s Smart Blogger’s article that has perfect use of white space for more relaxed and pleasurable reading. 

10. Adhere to SEO Best Practices

When writing for the web, never go against the grain in terms of SEO rules. There’s a reason why Google updates its algorithms regularly. And one of those reasons is because some web writers think black hat SEO is cool. But is it? Of course not!

No blogs will ever rank when challenging authority. If anything, brands will even get penalized for not adhering to SEO best practices. 

11. Avoid Sounding Highfalutin

Blogging for the web is different than writing essays or scientific manuals. Target readers range from students, rank, and file employees to business magnates and thought leaders. 

Make sure you use uncomplicated words that everyone understands. Trying to sound highfalutin to seem smarter will evoke an opposite effect.

12. Active Over Passive Voice

While passive voice might be needed in some writing projects, web writing entails the use of an active voice. 

In passive voice, the object is emphasized, while active voice means the subject performs the action, hence, highlighting the subject.

Stick to an active voice as much as you can. And another pro tip would be to make sure your blogs are conversational. Involve the readers by using “You,” “I,” or “We.” 

13. Include Call to Action Phrases

Blogging for the web means leaning towards one goal: More brand recognition and revenue increase.

Whatever your end goal is for your blogs, always make sure you lead the writers to the right path in your sales funnel. Include call-to-action words and phrases to subtly push your readers to become leads and finally — paying customers!

14. Add Captivating Images and Videos

Images and videos aren’t only used in blogs for reference and examples. They are also good paragraph breakers that ease the reading experience. 

Position your images after a chunk of paragraphs to let the readers’ eyes rest. Canva does an excellent job with its blogs that contain high-quality images.

15. Proofread After a Couple of Hours

Never forget the most crucial step when you’re blogging for the web — proofreading! Here’s a useful tip on how I proofread my blogs:

I write the draft; then I read it after I finish writing it. Then I let it sit for an hour or two, then I do the final proofreading before submission. It takes a while, but it keeps my blogs’ quality consistent.