How to Write Web Articles that Get Read, Part 3: Format for Readability and Provide Quality Content.

Here's the final installment of the three part series: how to write web articles that get read. Enjoy!

Format for Readability.

On the web, your content needs to be easy to digest: readers are just a click away from abandoning your article. The point? Format your content so it’s easy on the eyes and conducive to skimming.

· White space. If you’re paragraphs get too long, readers will lose interest. It’s not because what you’re saying isn’t interesting or helpful, it’s just easy to get lost when you factor in scrolling. Plus, the eyes need a break every once in a while. To keep readers from leaving, keep your paragraphs relatively short or vary the length. Instead of indenting at the beginning of a paragraph, use an entire line break between sections. 

· Lists. Using a list is helpful for two reasons: you’re providing a ton of information in a not-too-wordy format while creating a great form of link bait (search engines and bloggers love lists).

· Bolding. The eye is attracted to things that stand out. If you want to highlight important sections or points in your article, use the bold function to help the words stand out. Remember, readers are usually scanning online: bolding draws attention to main ideas, lists, or sections while breaking the monotony of plain text. Just don’t bold everything!

Clever formatting only works if you provide the “meat and potatoes:”

Quality Content.

When it comes down to it, great articles provide quality, specific information for readers. Some “experts” argue that you shouldn’t provide a lot of information in articles, that you should only give general advice in hopes readers will seek you out for help. I tend to disagree.

In my opinion, the best articles, and my favorite experts, give tons of good information and actionable advice. They answer my questions and motivate me to follow through on the tips and advice they give.

To ensure quality content, include the following:

· Specific Examples: Perhaps you have an experience, testimonial, or case study that illustrates a point. By showing an example, you help people learn and show how your advice can be applied in the real world.

· Resources: Let’s say you’re writing an article about social networking. You would want to include links to the sites you recommend. If you’re writing an article about finances, you might include the names of books on the subject or additional articles for your readers to follow-up on. Offering additional resources (besides yourself) is a good practice: it increases your credibility while truly being of service to readers.

· Tools: If you can offer your readers tools to move them forward, your article will be remembered. For instance, a CPA might offer a tax worksheet, a relationship expert could offer a quiz: “is your relationship strong?” Questions and exercises ensure your article has a practical application.

Writing articles and publishing online is an excellent way to reach out to potential clients, position yourself as an expert in your industry, and promote your business. With these tips, you’ll master the art of writing online (remember, it’s different than print), and move your business to the next level of success. Happy writing!