Blick Eyes

Tips for Writing Better Online Content


People read differently off a screen than they do off a page, so you need to write for them accordingly. 

Tip 1: Use language your readers understand.

It’s important to sound like an expert in your field, but it’s more important to have your audience understand you! Don’t try to sound like an old-school professor as your readers won’t study to keep up – they’ll lose interest and go elsewhere. 

It’s not about dumbing down your content; it’s about making it easier and more pleasant to read.

Tip 2: Write in a consistent tone of voice.

The most effective way to do this is create a profile or personality for your brand, as if it were a person. Flesh out your brand profile, enough so it has a certain way of "talking".

Check each online post aligns with your brand profile before it goes live.

Tip 3: Make everything short, sweet and scannable.

Online readers like to scan web pages, looking for content that jumps out at them. They don't like to sift through large chunks of text, so use sub-headings and dot points to break everything up and make your content look less daunting.

Pictures and short paragraphs are also great for this.

Bonus tip: Eliminate the word ‘that’ where possible.

'That' is perhaps the most overused word in the English language. It's often completely unnecessary, for example: the President said that he didn’t like porridge.

The main thing is to ensure your writing is clear, purposeful and engaging! Not possible? Why not enlist a professional to take care of it? Find out how Blick can help.


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