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Writing for the Web, The 10 Ingredients of Great Content Writing - Coggle…
Writing for the Web
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Write simply
Long sentences with complex structures that endeavor to explain in complicated terms a topic that could otherwise be described in a more straightforward manner are best avoided. Use simple sentences.
Avoid “marketingese”
Neutral language is easier to read and understand than subjective and boastful text. Be clear and direct.
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Use keywords
Use terms that are commonly used to describe your topic. Avoid using proprietary terms and abbreviations as much as is possible.
Use headings
Break up your text with brief but descriptive headings and subheadings so users can find information faster.
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Use the proper case
Sentence case is much easier to read than uppercase. To emphasize an important point, use bold.
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People consume websites differently than other forms of media: they don’t read; they skim. They will read only about 20 percent of the words on the average page.
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