Write Unto Others: A Guide to Writing Digestible, Engaging, Conversational and Authoritative Copy for the Web For the Addiction Treatment Industry
By: Belfry Consulting – Maneuver Up Marketing
“The pen is mightier than the sword, softer than the pillow, sharper than the razor and cleaner than the new floor.”
Outline
- Introduction: The Contract between the Writer and Reader
- Sloppy Writing and Short-cuts
- Writing for the Web Is Not Like Any Other Kind of Writing
- It All Begins With Quality Writing
- Writing Right: Fundamentals of Quality Web Content
- Think of Yourself as a Well-informed and Educated Friend Who Just Wants to Help
- The Cure for Short Attention Span Among Readers
- Helpful Writing Techniques for the Web
- Give the People What They Want…immediately
- The Dreaded Wall of Text
- Digestible formatting
- You Hold the Key (words)
- Keyword Stuffing That Kills User Engagement
- H1s, H2s – Here’s the News
- Links Are Your Friends…
- Links Beget Links
- Worth 1000 Words: Images and Alt Text
- Reader First: Writing Web Content for the Addiction Treatment Space
- Be the Smart Friend
- Do the Work – Avoid Uniformed Lazy Writing
- Resources we can use to bone up on our industry knowledge
- Knowledge Is Always Power…Arm Yourself
- Understanding the Big Picture
- The Art of the Matter – Statistics and Graphics
- The Head and the Heart – Be an Informed Friend Who is Ready To Help
- Take Yourself and Your Work Seriously – It is a Life-or-Death Situation
- Parting Words for Your Words
- Checklist for Quality Content
- Help your readers quickly find what they need with these web writing tips
- Additional Web Writing Techniques to Put Into Action
- Words for Words: 13 Critical Internet Marketing Vocabulary Terms for Web Content Writing
- Instructions Regarding Writing for Our Websites
- Resources that will help you in your content creation
- Resource Links
- Sourcing Content With Trusted Information
- Use Original Content
- Examples of Quality Web Content
Introduction: The Contract between the Writer and Reader
Although we’re all writers, let’s start by painting a picture: Right now there are over 4.5 billion people on the internet searching for information on a very specific topic. Maybe they want to know how to make the perfect hamburger; maybe they want to know how an internal combustion engine works; maybe they want to understand the most common symptoms of fibromyalgia. Whatever their preferred destination may be, their computers, phones and tablets are undoubtedly taking them through a perilous of spammy, redundant and incoherent web copy to get there.
