Let’s Get Specific: Bland is Bad | Business 2 Community

I find a bunch of articles on the Web about "writing for the Web." I used to link to some of them but hardly do so any more because the advice was often redundant -- and more importantly, they were difficult to read! Ironically, they often seem wordy, with long sentences and paragraphs, no subheads, no bullets, no graphics of any kind -- just gray matter.

This article offers content different from others I've read, though I think it makes it point over and over again. But it also breaks up the text with some catchy subheads. The subheads help the readers know what's coming next ... and helps keep them reading!

One example:

Words matter. Really.

The thing about copywriting—and writing for the web in general—is that your words are what your customer interfaces with. If you have a brick-and-mortar outlet, you likely understand that it’s important to have a store that is attractively and logically laid out; your employees may greet customers at the door and ask them if they need assistance. Even before the customer buys, your business’ handshake is one that is pleasant, put-together, and comfortable. It’s convincing.