Writing for the web is a specialized skill. Unlike a novel, web readers are "hunters" looking for specific information. If they don't find it quickly, they leave.

The Inverted Pyramid Model

In web writing, start with the most "newsworthy" info (Who, What, Where, When, Why). Follow with the supporting details, and leave the "nice-to-have" info for the end. This ensures that even "skimmers" walk away with the core message.

Writing for Scannability

• Short Sentences: Aim for 15-20 words per sentence.

• Bullet Points: Use them to break up complex lists.

• Bold Keywords: Highlight the most important terms.

• Subheadings: Every 200-300 words, use a descriptive subheading to reset the reader's attention.

Tone and Voice

Determine if your brand is "Professional" or "Friendly." Regardless of the tone, always aim for a clear reading level. Avoid passive voice ("The report was written") and use active voice ("We wrote the report") to make your copy more engaging.