by Ruth Belena

Created on: March 24, 2009

When writing an article for a website, it is essential to understand how the Internet is used. Well constructed articles can make a big difference to how a site performs, in terms of traffic, commerce and profitability. Each article must contain the right elements to make it compelling, easily understood, believable and appropriate for its purpose.

[1] Optimization:

There is no point in writing an article if it is not going to be found and read online. The most relevant keywords should appear in an article title and within the opening sentences. This is how most search engines show the top results for search terms.

Each article requires a catchy title, and needs an attention grabbing opening that acts as an introduction. The text must interest the visitor from the start, and compel them to read on.

[2] Readability:

If a visitor to a site sees a page filled with solid text, or very few long paragraphs, it is likely they will leave and look elsewhere for the information they require. Web content writing requires short paragraphs, and text should be divided with subheadings, or made into bullet points, so it is easy to scan.

The middle section of the article should provide everything the title and opening paragraph has promised to deliver.

The article writer should not assume every visitor to the site has previous knowledge of the subject. All terms and references need to be clearly explained, or their meaning made clear within the context of the article.

[3] Reliability:

A website article writer needs to check all facts carefully. Nothing can be relied on that is taken from a personal site or blog. Facts can only be verified from an original source or an official site. It is necessary to check information found on Wikipedia, or similar type of site.

If information provided in a website article cannot be confirmed, the article should clearly state it is just an opinion, or based upon speculation. If an article contains incorrect advice or misinformation it could, in some cases, have dangerous consequences. It may even be considered to be libelous.

[4] Suitability:

The tone of an article should be consistent from start to finish. An instructional article should address the reader, and an informational article needs to be impersonal. They both need an authoritative tone, and be written in clear concise language that can easily be understood by readers in different parts of the world. Long descriptive passages, or poetic use of language, should never be used in an informational or instructive article.

A first person account can be used in an opinion based article where a writer offers a personal point of view, or when sharing a personal experience. This type of article is best suited to a blog or a website that invites comments. It should not appear on a commercial site.

A website article should end with a brief round up of what has been set out in the main section. It should refer back to the title, and draw a conclusion.

Website article writing requires knowledge of how the Internet works, and the way users search for information online. To be effective, each website article should be written in a way that is compelling, informative, and accurate. A writer should ensure an article meets the requirements of the site, and that it contains all the key elements.

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