As you sit down to write compelling content for your new website, you need to understand that website content writing is different than writing for print. People read differently from a screen than from a page. With a business website design, you are writing for two audiences: your visitor and the search engines.

You need to understand how people read web content. People will read something more completely when it is written on paper and only skim information that is presented on the screen. They tend to ignore details, reading short paragraphs or bulleted lists.

Why?  They are able to read a paper document 25% faster. It is physically harder to read from the screen. It is harder on the eyes. There are a lot of reasons for this such as sharpness of font, font size, contrast, position of the screen.

In print you can control the reader from introduction to conclusion. With web content the visitor is in control and they choose their own path of what to read next. They follow navigation and links according to what interests them.

On the screen, few people read everything on a page. Most will scan a page looking for the information they are after. They skip whole blocks of text, particularly longer paragraphs. The same way a graphic designer will call attention to elements with color, a web copywriter highlights with format and structure. This means headlines, using bold, bulleted lists, etc.  Information in larger paragraphs is more hidden.

To get great SEO results, you need to understand how search engines index that same content. Search engines are able to spider and index text and not images. It is important to write with keyword rich text using keywords in headlines, bold print, lists and links. These are what search engines “see” as important.

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