by Tim O'Connor

Created on: February 09, 2009   Last Updated: March 31, 2009

Let's face it, good writing is good writing. The Web word for writing may be content, but words are still words. You can get as hip as you want about properly formatted Web content, but if your writing is bad, it's still bad.

Whether you're writing a novel, a magazine article, or some punchy Web content, your best writing will come from the heart. Web savvy readers will see through contrived prose and thinly veiled marketing schemes faster than you can say search engine optimization.

On the Web, intelligent readers will be in the front door and out the back in less than four seconds if they sense lack of content, disorganization, poor writing mechanics, or the smell of a scam.

So here's the deal. The Web is all cool, but when it comes to good writing, tradition still matters. Even though your content will be short, informative, and edgy, you'll still need the ever important lead, body, and conclusion. We'll get to the specifics of Web content formatting in a moment, but bear with me, this is important.

First, know your audience. You're writing for them, not to them. Do your demographic homework and give readers the kind of information they're looking for. Remember, it's about them, not you.

Next, do your research. People come to the Web for news, information, and entertainment. Use the best possible sources and know your topic.

Start the writing process with a simple outline. It may look something like this:

* Compelling Lead * Main Idea * Benefits * Tips * Resources * Dramatic Conclusion

Then, write to your outline, but don't let it dictate the final outcome. Your outline is your guide. Change it if you need to. Bag it and start over if you must. You can adjust it as you go, but don't fly off the handle and hyperlink all over space. Stay on the good road. Be logical.

Trust the writing process. Write with attitude. Get your ideas down quickly as you follow the outline. Be conversational. Don't stop to revise or edit. Write a lot. Let it flow. Cut the dribble later.

Write a second draft. Here's where you look to see if your piece says what you want it to say. Pick up the glaring errors in logic and unity. Cut irrelevance and redundancy without mercy. Revise for clarity. Do a third draft if you need to.

Finally, edit for GUM (grammar, usage, and mechanics). It matters - a lot.

Now let's talk about the three main parts of your piece (lead, body, and conclusion). In case you're wondering, I'll keep it short and to the point.

Leads are often as far as readers get, so make yours

• 1
• 2
• Next Page >>