How to write for your blog: an updated guide

February 9th, 2010

How to write for your blog - screenshot of PDF

Are you a budding blogger? If you’re looking for inspiration or a steer in the right direction, check out How to write for your blog: a short guide (link opens a lovingly-designed PDF in a new tab. Why not print it out and read it later?).

It’s very short and totally free.

Or you can read it all here:

How to write for your blog: a short guide

This short guide will encourage you to blog and tell you how to blog well. Blogging is about conversations: discussing the things that interest you, commenting on events and joining debates. It’s not about about poetry, great literature or polished prose.

So join the conversation and don’t worry about getting things wrong. Stumble your way through blogging and learn by doing.

Why bother?

Let’s consider why you’re doing this. Which of these motivations apply to you?

I want to:

  • Promote my business.
  • Reflect on my personal development.
  • Announce my news.
  • Share discoveries.
  • Placate my boss.
  • Own my corner of the web.
  • Improve my website’s Search Engine Optimisation (SEO).
  • Get recognition for my work.
  • Connect with my customers online.
  • Open up to customer feedback.

Conversational communications

Blogging is different from traditional media (like newspapers or TV) because the web allows everyone to be reporters, commentators and photographers.

So how can you hold a conversation on the web?

  • Invite comments from your readers.
  • Respond to comments.
  • Freely link to relevant blog posts.
  • Comment on other bloggers’ posts.

What to write?

An empty blog can be as intimidating and uninspiring as a blank page. The first post is often the hardest. You may be wondering:

  • What’s permissible?
  • What will be interesting?
  • How will I come up with ideas?

Deciding what’s right to write about

The subject or focus of your blog may change over time and that’s absolutely fine. As you write, you’ll learn what you enjoy writing about and what your audience enjoys reading.

Why you don’t have to know it all

Bloggers don’t have to be the world’s foremost authority on a subject in order to write about it. Blogging is about discovery and exploration as much as it’s about sharing knowledge.

Where do ideas come from?

You may have to force your imagination to produce ideas, but that’s perfectly normal.

Try brainstorming ideas with a friend. Look at other blogs for inspiration. Create a list – something like The Top 10 Tricks for Y. Turn your list into a series, turning one post into ten.

Why not write about:

  • A book you’ve read.
  • A problem you’ve solved.
  • A question you can’t answer.
  • Something that inspires you.
  • What motivates you.
  • A recent project.
  • A favourite client.
  • A current dilemma.

Scheduling

How often will you blog? It’s a good idea to set a target. If you’re starting out, aim for one post per week, as a minimum. Twice a week is better. Once you have a list of blog post titles or rough ideas, outline a schedule for posting. Tell your readers when you will be posting, and don’t let them down!

How to write for your blog

Luckily, human communication has stepped out of the linguistic manacles we were burdened with at school. Here are some old-school rules you can forget:

  • Split infinitives. What’s a split infinitive? It doesn’t matter.
  • Contractions. Words like: can’t, don’t, shouldn’t. Contractions give your writing a conversational feel, so use them.
  • Repeating words. If you’re writing about computer networks (for example), it’s okay to repeat the words computer networks.
  • Starting sentences with ‘and’ or ‘because’. Because it’s okay to do this.

What’s the point?

The best way to start writing a blog post is by defining your purpose. Answer the questions:

  • What am I trying to say?
  • Who am I writing this for?
  • What do I want to achieve?

Remember your reader

Be nice to your reader. Think about them as you write, because you’re doing this for them.

  • Write a blog post, then leave it overnight and review it in the morning. You’re more likely to spot mistakes after a night’s sleep.
  • Use sub-headings to break up the text. Sub-headings make screen reading a little bit easier and they help hurried readers scan your text.
  • Use a spell-checker.
  • Ask a friend to read your blog posts to check spelling, grammar and the existence of a point.

The Internet: nothing to fear

Some people worry about the reaction their blog posts will receive. Don’t worry: as long as you write informative, useful blog posts in a friendly, considerate way, you’ll receive friendly, polite responses.

Links

Hyperlinks, or links (the clickable text that leads you from one web page to another) are one of the web’s defining features. Use links to provide evidence for your claims, support for your argument or additional resources for your readers.

Writing makes you a better writer

I hope this brief guide has encouraged you to start writing. With any kind of writing, the only way to improve is to write.

Key points:

  • Blogging is conversational so write as you would speak and be open to comments from your readers.
  • Schedule your blog posts and blog regularly.
  • It’s okay to split infinitives, use contractions and repeat words.
  • Use short sentences and headings to make your writing easier to read on screen.
  • Ask someone to read your posts before you publish them and use a spell-checker.
  • Don’t be afraid of making mistakes: become a better blogger by blogging!

Posted in blogging, writing guides | 1 Comment »

How to write for the web: an updated guide

February 9th, 2010

How to write for the web - screenshot of PDF

Writing for the web? Check out: How to write for the web: a short guide on what to write and how to write it (link opens a sweet PDF in new tab)

It’s free, short and totally excellent.

Or you can read it all here:

How to write for the web: a short guide on what to write and how to write it

This short guide on how to write for websites will give you a few tips and encouraging words to get you writing for the web.

Remember: it’s about purpose not poetry

Good writing on the web serves a purpose. Words inform, inspire, entice and sell. But web writing doesn’t need to qualify as great writing in the literary sense. So don’t try to pepper your writing with unusual words or poetic touches. You’ll be more successful if you focus on communicating with your audience.

Remember your reader

When you write, keep your reader at the forefront of your mind. Who are they? What do they want? Your writing should fulfil your user’s needs.

Write about the benefits

When writing about a product or service, write about the benefits that those products or services offer. So instead of focusing on features and writing:

“Our chain saw blades are made of high-carbon steel”

Highlight how the features of a product or service translate into benefits to the user, like this:

“Cut fast and safe for longer with our high-carbon steel blades.”

What’s the benefit of benefits?

Imagine you’re buying a lawn mower. What do you really want? Do you want a machine that cuts grass or do you want shorter grass? You really want shorter grass; the machine is just a means to an end. Your readers just want shorter grass.

The need to give readers clear benefits applies to all kinds of communications.

What’s so special about the web?

There are a few key details that make writing for the web different to writing for print. You can’t just lift your words from a brochure and expect them to flourish on the web.

Reading on screen

Reading on screen is hard on the eyes. Make it easier:

  • Write in short, simple sentences.
  • Break up blocks of text with headings.
  • Leave white space between paragraphs.

Links: a web of connections

Hyperlinks, or links (the clickable text that leads you from one web page to another) are one of the webs defining features. Use links to provide evidence for your claims, support for your argument or additional resources for your readers.

Search Engine Optimisation (SEO)

Unless your website is optimised for search engines, you could miss thousands of potential visitors. Start by thinking about how people search for a business like yours. Draw up a list of words and phrases (keywords) that people are likely to use. Then copy and paste your list into Google’s Keyword Tool. This will give you a longer list and should include words or phrases you hadn’t originally considered.

You may have a massive list, but you can’t hope to rank well in search results for hundreds of keywords (unless you’re Amazon or the BBC) so focus on the most important keywords. Choose keywords that your customers are likely to use when they’re ready to buy from you, rather than keywords that indicate a searcher looking for information.

For example, if you search for ‘puppies’ you might be looking for pictures or general information about juvenile dogs. But a search for ‘puppy farm’ is more specific and more suggestive of someone who’s ready to buy.

Use your keywords in:

  • Copy (the text)
  • Headings
  • Meta titles
  • Meta keywords
  • Meta descriptions

Remember who you’re writing for

With SEO, it’s easy to get obsessed with keywords and search results. While it’s wise to understand SEO, you must write for people. Focus on your human audience. If you publish interesting things on the web, people will link to your writing. This is a better, more natural approach to SEO.

Getting discovered

If you want people to find your writing, you’ll need to get in front of their eyes. Write comments on other bloggers’ posts, use social media tools like Twitter and Facebook, and contribute to forums (make sure your signature includes a link to your website) to help people find your website.

Every link to your website has two values: it helps people discover your work, and it improves your website’s search engine performance (search engines consider links to your website to be an indicator of quality).

On Writing

Be nice to your readers: use a spell checker and ask a friend to review your work. Let your words rest overnight before re-reading to make sure they still make sense.

Flex your writing muscles!

The secret to great writing is regular practice. So get writing!

Key Points

  • Remember your reader; what do they want?
  • Remember your desired result; what do you want to achieve?
  • Highlight how features translate into benefits.
  • Optimise your writing for the screen with short, simple sentences.
  • Use white space, headings and sub-headings to break up text.
  • Lead people to your website with links and mentions on forums, blog comments and social networking sites.
  • The best way to become a better writer is by writing. So start writing!

Posted in web copy, writing guides | No Comments »

Writing for the Web – A Quick Guide on What to Write and How to Write It

January 6th, 2009

Also available in PDF: Writing for the Web – A Quick Guide on What to Write and How to Write It

Writing for the Web – A Quick Guide on What to Write

and How to Write It

This is a short guide on how to write for websites – designed to give you a few tips and encouraging words to get started writing.

Remember: it’s all about Participation not Perfection

Good writing on the web serves a purpose. Words can inform, inspire, entice or sell. The best web writing would not qualify as great writing in the literary sense. So don’t feel you need to pepper your writing with unusual words or poetic touches. You’ll achieve greater success if you just try to communicate with your audience.

Remembering your reader

Whenever you write, try to keep your reader at the forefront of your mind. Who are they? What do they want? Make sure your writing fulfils their needs.

If you’re writing about a product or service, remember to write about the benefits that those products or services offer. So rather than focusing on features, and writing something like:

“Our chain saw blades are made of high-carbon steel”

Try to highlight how the features of a product or service translate into benefits to the user or consumer, like this:

“The high-carbon steel blade keeps a sharp edge for longer – allowing you to cut faster and more safely.”

What’s the benefit of benefits?

Imagine you want to buy a lawn mower. What do you really want? Do you want a machine that cuts grass or do you want shorter grass? You really want shorter grass – the machine is just a means to an end. Remember that your readers actually want shorter grass.

Although my examples are based around very physical products, the need to give readers clear benefits applies to all kinds of companies, services and products.

What’s so special about the web?

You need to be aware of the little things that make writing for the web different to writing for print. You can’t just lift your writing from a Word document and expect it to flourish on the web.

Reading from the screen

Reading on screen can be hard on the eyes. You can make it easier:

  • Write in short, simple sentences.
  • Use headings and sub-headings to break up blocks of text.
  • Leave white space between paragraphs

Links – a web of connections

With links, pages on the web can lead visitors anywhere – giving you the power to support your claims, show your sources and share great finds. Don’t forget to add links to your writing wherever appropriate.

Search Engine Optimisation (SEO)

Many people find things on the Internet by searching for them. Google, Yahoo and the other search engines ‘read’ the pages of your website, and direct people to your site if it contains what people are searching for.

It’s important to remember this when writing for your website. What terms might people search for your information with? Make sure you think about the words and phrases other people use when talking about your products and services. Make sure you use these words and phrases in your writing, and in headings and sub-headings.

Remember who you’re writing for

With SEO, it’s easy to get distracted with thoughts of how search engines will interpret your content. While it’s wise to understand the way search engines work, you should always write for people. Focus on what your human audience want to read. If you publish things on the web that are interesting, people will link to your writing. This is a better, more natural approach to SEO.

Getting discovered

If you want people to find your writing, you’ll need to get in front of their eyes. Write comments on other bloggers’ posts, use social media tools like Twitter and Facebook, and contribute to forums (making sure to include a link to your website in your signature) to find your audience.

Every link to your website has two values: it helps people discover your work, and it improves your website’s search engine performance.

On Writing

Be nice to your readers: use a spell checker. Also, ask a friend, relative or colleague to review your work. It’s always sensible to let your words rest overnight before re-reading, just to make sure they still make sense in the morning.

The Internet: nothing to fear

Many people worry that when they post their writing to the Internet, a stream of mean, sarcastic comments will rush to greet them. In reality, this is highly unlikely.

If you post informative content in a considerate, friendly way, you are not likely to receive anything but friendly, polite responses.

Flex your writing muscles!

I hope this brief guide has given you a few pointers to get writing. With any kind of writing, the only way to get better is to write.

Imagine that you have a writing muscle. You might not have exercised this muscle recently, but all you need to do is start writing. So start writing, and flex your writing muscles!

Key Points

  • Remember your reader – what do they want?
  • Remember your desired result – what do you want to achieve?
  • Highlight how the features of a product or service translate into benefits
  • Optimise your writing for the screen with short, simple sentences.
  • Use white space, headings and sub-headings to break up text
  • Look for ways to lead people to your website – gaining links and mentions on forums, blogs (in comments) and social networking sites
  • The best way to become a better writer is by writing. So start writing!

Credits: thanks to Premasagar Rose of Dharmafly (Ethical Social Media) for his considered editorial input, and Emma Nicol of Door 22 (Graphic Design Agency) for her astute design work.

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Posted in writing guides | 2 Comments »

Writing for Bloggers

January 6th, 2009

As requested, here’s a blog post version of my writing guide for bloggers, which is also available as a PDF.

Writing for Bloggers –

A Quick Guide on Style, Substance and Strategy

This is a short guide that wants to encourage you to blog, and to blog well. The most important thing to remember is that blogging is about conversing – discussing the things that interest you. When you blog, you join in the online discussions that are happening all around us.

Blogging is about sharing your ideas and thoughts, and it’s about contributing. Blogging is not about poetry, great literature or polished prose.

So join in the conversation, and don’t be afraid of getting things wrong. It’s better to stumble your way through blogging, learning by doing, than to spend hours agonising over every blog post.

Why bother?

Before we look at how you can blog well, and enjoy it, let’s consider why you’re doing this. Think about which of the following apply to you:

  1. To promote your business
  2. To reflect on your personal development
  3. To announce your news
  4. To share discoveries
  5. Because your boss says you have to
  6. To stake out your corner of the web
  7. To improve your website’s Search Engine Optimisation (SEO)
  8. To get recognition for your work
  9. To connect more personally to your customers
  10. To provide a platform for customer feedback

Conversational communications

Blogging is very different from traditional media (like newspapers or TV) because the web allows everyone to become the producers and commentators of every item of news. Your blog should acknowledge the conversations already taking place around you.

How can you hold a conversation on the web?

  • Invite comment from your readers
  • Respond to commentators’ opinions
  • Freely link to relevant blog posts
  • Comment on other bloggers’ posts

What to write?

An empty blog can be intimidating – and as uninspiring as a blank page or white screen. Before you start blogging, it can be difficult to decide what subjects to cover. You may be wondering:

  • What is permissible?
  • What will be interesting?
  • How will I come up with ideas?

Deciding what’s right to write about

Your understanding of the ‘subject’ of your blog will probably change over time. As you write more blog posts, you’ll learn which things work and which things don’t. To start with, stick to what you know, or what you feel most comfortable writing about.

A note on subjects you know and subjects you don’t know:

You don’t have to be the world’s foremost authority on a subject in order to write about it. Blogging is about discovery and development as much as it’s about sharing ideas or knowledge. If you’re not certain about a particular topic or subject area, say so. Your readers will appreciate your honesty.

Where do ideas come from?

The hardest time to find ideas for blog posts is at the start. That’s because you’ve said nothing at all, and everything remains to be said. Once you start blogging, ideas flow as though a dam has burst – one idea leads to another, readers suggest new posts, comments beg to be answered, the Blogosphere* draws you inwards, onwards!

To begin with, try brainstorming ideas with a friend or colleague. Look at other blogs for inspiration. Try a list – something like ‘The Top 10 Tricks for…” Turn a list into a series – so rather than giving away ten ideas in one blog post, create ten blog posts – publishing one a week for the next ten weeks.

Why not write about…

  • A book you’ve read
  • A problem you’ve solved
  • A question you can’t answer
  • Something that inspires you
  • What motivates you
  • A recent project
  • A favourite client

Scheduling

How often will you blog? It’s a good idea to set a target. If you’re starting out, aim for one post per week, as a minimum. Twice a week is better.

Once you have a list of blog post titles or rough ideas for posts, outline a schedule for posting. Decide which post you’ll publish on which day. Mark the posts on a calendar. Tell your readers when you will be posting, and don’t let them down!

Writing for your blog

Luckily, the way we communicate has moved on from the lessons we learned in school. Here are some old-school rules you can forget about:

  • Split infinitives. What is a split infinitive? It doesn’t matter.
  • Contractions. Words like: can’t, don’t, shouldn’t. Feel free to use contractions, especially if they make your writing sound more conversational.
  • Repeating words. If you’re writing about computer networks (for example), it’s okay to repeat the words ‘computer networks’.

What’s the point?

The best way to start writing a blog post is by defining your purpose. Answer the questions:

  • What am I trying to say?
  • Who am I writing this for?
  • What do I want to achieve?

Remember your reader

Be nice to your reader. Think about them as you write. It’s them that you are writing for:

  • After writing a blog post, leave it overnight, then review it again. You’re more likely to spot mistakes or problems with your posts after taking a break.
  • Use sub-headings to break up the text. Remember that reading on screen can be hard on the eyes. Sub-headings help people to scan your posts – great for readers in a hurry!
  • Use a spell-checker.
  • Ask a friend or colleague to read your blog posts before you publish them. Ask them to check that your posts make sense.

The Internet: nothing to fear

Some people worry about the reaction their blog posts will receive. You shouldn’t worry. As long as you write informative, useful blog posts in a friendly, considerate way, you will receive friendly, polite responses from your readers.

Links

Hyperlinks, or links – the clickable text that leads you from one website to another – are one of the things that makes the web such a special place. You can use links to provide evidence for your claims, or support for your argument, or additional resources for your readers. Use links in your writing wherever they might be useful.

Writing makes you a better writer

I hope this brief guide has given you a few pointers to get writing. With any kind of writing, the only way to learn and improve is to write.

Imagine that you have a writing muscle. You might not have exercised this muscle recently, but all you need to do is start writing. So start writing, and flex your writing muscles!

Key Points:

  • Blogging is conversational – write as you would speak, and be open to comments from your readers
  • Schedule your blog posts in a calendar and blog regularly
  • It’s okay to split infinitives, use contractions and repeat words
  • Use short sentences and headings to make your writing easier to read on screen
  • Ask someone to read your posts before you publish them, and use a spell-checker
  • Regular writing practice will improve your writing skills
  • Don’t be afraid of making mistakes – become a better blogger by blogging!



Thanks to the following for their input: (who responded to my request for readers on Twitter)

Tags: , , ,
Posted in writing guides | 13 Comments »

Writing for Bloggers – A Quick Guide on Style, Substance and Strategy

January 5th, 2009

So here it is – my second guide to writing for the web.

Writing for Bloggers – A Quick Guide on Style, Substance and Strategy

This guide focuses on blogging, and things bloggers can do to improve their writing. It’s a very short guide, intended to cover the basics and remove obstacles in the paths of new bloggers.

If you would like the white label version to give your clients, email me and I’ll send you a copy. Please distribute freely – I want to encourage people to blog.

Thanks to the following for their input: (who responded to my request for readers on Twitter)

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Posted in writing guides | 4 Comments »

Writing for the Web – a Mini Guide

January 5th, 2009

As promised, and previously discussed, I’ve been busy working on a couple of writing guides. Here’s the first:

Writing for the Web – A Quick Guide on What to Write and How to Write it

Now this guide isn’t for everyone: it’s for new writers, people who aren’t social-media-savvy, people who want or need to write for their own website, but who need a bit of guidance. I really wanted to create this guide because so many people are realising the value of adding content to websites, but not everyone understands how to write for the web.

Web developers – save your sites!

So, if you’re a web developer who regularly dreads the arrival of your client’s DIY copy, why not grease the wheels of good fortune by giving clients a little direction? This guide should prevent people making basic mistakes and improve your chances of getting copy that doesn’t detract from the website you’ve lovingly crafted.

If you’d like to give this guide to your clients, I can even offer you a white-label version that you can brand as your own.

Credits

Thanks to Premasagar Rose of Dharmafly, Brighton’s finest ethical web developers and social media instigators, and Emma Nicol of Door 22 Creative (a Graphic Design agency) – who took my Word document and worked some crafty design magic on it. Thanks!

Upcoming

Coming soon is Writing for Bloggers – a similarly short guide that aims to remove obstacles from the paths of virgin bloggers.

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Posted in writing guides | No Comments »

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