Writing for the web: 10 tips for creating effective texts

Writing for the web is an art quite different from traditional writing.

As they say, each medium has its own rules, so it’s important to understand how to do it effectively and what precautions you can take to make a text perfect for the web.

Today, most people read news, work, and spend leisure time online on computers or smartphones, so it’s essential to adapt communication to this format and move away from print logic.

In this mini-guide, I will describe techniques on how to write for the web effectively and show you how you can earn by following some simple precautions that you can explore through a Content Editing Course and WordPress for Blogging and SEO Copywriting Course.

I will explain the best practices to follow regarding the world of web writing and two fundamental concepts to consider: the content and the user reading you online.

The importance of content in web writing

One of the first things to know in the vast ocean of the internet is that there is only one way to stand out and distinguish yourself by creating quality, original, and different content.

In short, writing for the web means creating something unique that encourages the reader to stay on your article, page, or blog.

The first questions you should ask yourself when you decide to sit in front of a keyboard are:

  • What does my audience want to read?
  • Is it an interesting topic, i.e., does it answer the audience’s question?
  • Why should someone read my article and not that of an established blogger?

Putting yourself in the user’s shoes is essential to create content that works. When searching for something online, one expects to land on a web page that provides the answer to what they are looking for.

writing for the web examples

Therefore, it is necessary to provide this answer immediately and only then proceed with in-depth explanations.

In particular, when the content is closely related to a sales process, it is advisable to apply direct response copywriting techniques.

Moreover, when talking about what to write on a website, the graphic layout and page loading should not be overlooked, considering that the average reader is impatient and unwilling to waste energy or time.

It’s either they find something interesting or they switch to another page. The vast majority of web users don’t read line by line; instead, they “scan” the page for an intriguing visual hook.

Only those who capture the reader’s attention in the first 30 seconds make them stop on their site. This is just the beginning if you want to become an expert in online writing dynamics.

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Writing for the web: 10 practical tips

What characteristics should web writing have? Here is a list of 10 good and simple practices to follow if you’re wondering how to write effectively online and perhaps make a profession out of it by becoming a professional in the digital marketing sector.

1. Define the tone of voice

This means adapting the communication style to your target audience, their interests, and needs.

Create a style that is captivating and recognizable and maintain it for that specific target, thus building reader loyalty to your writing style. Break down barriers with your community by preferring “you” to “we.”

2. Create clear, direct, and creative content

Create short, structurally simple sentences, and remove the unnecessary and redundant ones to avoid overly long and repetitive content.

Avoid any form of technical jargon, abbreviations, and acronyms that may confuse readers. Therefore, clarity and simplicity are extremely important features of writing for the web.

But never forget to be creative: offer users content that meets their search needs and is at the same time original.

3. Inverted pyramid

A technique from journalism adopted in web writing that is based on immediately communicating the main answer or theme following the idea of “getting straight to the point” and then detailing everything in the following paragraphs.

The name comes from the pyramid shape where the fulcrum is represented by the tip, and descending widens, corresponding to increasingly specific and elaborate content.

This method takes into account the online reader’s attention, who wants to get the answer to their problem easily and quickly.

4. Use numbers and refer to concrete data

Numbers often matter more than words, representing a kind of confirmation of the thesis or topic discussed. In web copywriting activities, data enriches the content and is easily understandable and visible.

5. Write correctly

Always pay attention to grammar, syntax, and punctuation. Use a dictionary and checking tools to avoid errors and ensure a good linguistic level.

Text formatting is also important: use bold text to highlight the most significant passages or keywords.

6. Insert graphic elements

Even if they are not actual words, writing for the web includes graphic elements such as images, infographics, and tables that promote a visual representation of information.

These are useful as a break between paragraphs to create a pause and make the content, if long, less heavy, and the concepts more concrete and understandable.

7. Use a call to action

This is an essential element that allows you to bring additional value to your project. Ultimately, no one writes just to write; you need to create a goal and ensure that users take that action.

Therefore, CTAs (literally “call to action”) must be visible, clear, and engaging.

8. Care for readability on the web

Online users read faster and are more distracted. In this case, a tip for writing on the web is to divide your texts into paragraphs and include bulleted lists and subtitles; this can make the text more fluid and readable.

It’s important to take care of everything included above the fold (visible to the user at the top), such as the title, subtitle, first lines, and page loading time.

This section captures the reader’s attention and determines whether they stay on the resource or not. Another concept to keep in mind is that most people today read from smartphones, so it’s crucial to optimize content for mobile.

9. Give importance to links

In web writing, links are extremely important. You should never leave your content orphaned, meaning without links pointing to your page.

Indeed, creating a good structure of inbound and outbound links and citing the right, i.e., relevant, sources will increase the credibility of your web content.

This will also bring more people to your page or online article, generating conversions and perhaps leads.

10. Use SEO copywriting techniques

It means writing for websites and making yourself visible online to users. By optimizing content for search engines, you can make your text SEO friendly, visible, and indexable.

Research the most searched keywords related to your topic and try to incorporate them coherently into the text.

This way, you increase the chance that your content is found by the right people, thus satisfying their search intent.

Therefore, to learn to write professionally for the web, it is also necessary to optimize some elements of the web pages that host the content.

First, it is important to define a starting keyword around which to develop the text and other SEO sections.

The most important elements to optimize for writing content from an SEO perspective are:

  • Title tags and meta descriptions.
  • Links, videos, and images.
  • Structured and relevant table of contents.

To stay updated on the latest trends and the best techniques for optimizing online content, you might find the SEO Copywriting Course very useful and interesting.


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Where to write for the web and earn

Having discovered tips for writing for the web, it’s time to put them into practice to understand how to earn money with writing. There are two ways to do this: through indirect compensation and direct compensation.

In the first case, it includes systems where the client search depends on third parties; the opposite situation applies to the second category.

Become a content writer and earn:

Content marketplace

These are sites where demand meets supply: connecting those looking for help in writing content with the content writer who offers their writing skills on the web.

Pieces are rated based on the type of article, the author, adherence to delivery deadlines, and the freelancer’s profile undergoes a rating evaluation.

These marketplaces are the ideal starting point for those who want to make a career out of web writing.

The most famous content marketplaces that allow you to earn with writing are:

  • Melascrivi
  • Scribox
  • Great Content
  • O2O
  • TextBroker
  • TextMaster


Read the free ebook to learn how to create a blog and start writing for the web while earning

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You can practice writing and at the same time earn by writing reviews and articles by applying to requests made in industry forums.

A couple of examples are:

  • The Forum AlVerde
  • The Forum GT

As mentioned earlier, these are systems of indirect earnings from web writing, using non-owned platforms.

Speaking of direct remuneration, there are many cases of bloggers who manage to monetize from producing content for their portal.

Personal blog

Today, doing personal branding is synonymous with success, and what’s better than writing a blog on the Internet?

A blog for those who love writing is also synonymous with authenticity: the reader must understand who you are, what you do, and why you are the right answer to their questions.

writing a personal blog

On your blog, unlike marketplaces, you set the agenda and determine your target audience. Another advantage is that you can write online for free without the need to invest immediately in a domain to open a blog.

With a good choice of content and some effort, you can attempt to climb the ladder to success by becoming an influencer in your field. That’s when creating online content will truly be lucrative.

It is said that time is money, but words and content are certainly valuable today, enough to earn by writing a personal blog.

Conclusion and free consultation

If writing and the digital world are your passions, by following these precautions and considering online trends, you can learn to write professionally for the web and become a Copywriter.

The online world is constantly changing, between algorithms and content, so it will be crucial to stay updated while never stopping writing.

Don’t miss the opportunity to receive valuable advice from an industry expert and book a Free Strategic Consultation.

Contact us for more information on the creation of successful online content




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