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It sounds simple, but so many writers put pen to paper—or finger to keyboard—before thinking about who it is they’re trying to reach. Before drafting content, ask yourself these questions: Who is my primary audience? What about a secondary audience who can influence and inform my primary audience? How will they find my site online? For example, say you’re creating a website for a law firm. Your primary audience might be existing clients. However, your secondary audience is much broader and could include other attorneys, law reporters, or anyone who might need your services in the future. You’ll need to make sure your content is both accessible and interesting to all of these audiences. What kind of questions might these groups ask about a particular topic? Where are they most active online? What kind of information do they need? Audiences find web content through many different paths—social media sharing, links from other websites, email sharing, and search engine results. That last method is especially important when you write for the web. Text could be extremely well-written and informative, but if it’s not optimized for search engines, chances are few people will find it. Think of your audience again: what search terms would they type into Google? Make sure to include those terms in headlines and sub-headers.

Web readers have short attention spans—they’ll decide whether your site has the information they need in seconds. Structure your content like an upside-down pyramid or cone. The most important messages go at the top of the page. Then, gradually drill down to the more specific, supporting information. End with tangential details. For example, say you’re creating a webpage about a conference. The most pertinent details—a description of the theme, date, and location—would appear at the top of the page. Supporting details like speakers and their lecture topics would follow. The less important information—such as conference organizers, the history of the conference series or a list of related resources—would appear at the bottom of the page.

Long sentences are for Charles Dickens—the short attention span of today’s reader demands sentences of 35 words or fewer. So website content that’s accessible and easy to read will naturally reach a wider audience. Focus on using nouns and verbs. Use adverbs and adjectives sparingly. Don’t use words like “equanimity” or “obfuscate” when words like “calm” or “confuse” will do. If you’re not sure what grade level you write at (like most of us!) then it’s useful to check how your texts score with an online readability tool. Most of the popular models are based on the length of words and sentences in a text. Your text’s readability is then scored by a number or an education level. These three tools will scan your text and score its readability: • The Readability Test Tool • The Readability Calculator • Microsoft Word Can your text be easily understood at a 7th to 9th-grade reading level? Check how it scores on the Flesch-Kincaid Grade Level to find out.