Publishing

If you don't know it by now, you too can become a web publisher in a matter of seconds.  All you need to do is open a Blogger or an Wordpress (if you plan to have AdSense or other affiliate programs that will generate a financial win, don't choose Wordpress - as they will cancel your account for violating their ToS!) account and start publishing your thoughts, poetry, articles, novels or news in a matter of minutes.  You need no experience in web design; you don't need to know how to code HTML.  You don't even need to know how to write.  You just need to "publish".   

But if you want to gain something with this "web publishing", you'll need to know how the Web works and how the Web users are reading Web pages.   

Let's see what happens when someone lands on your website.  First, you should ask yourself how it was possible for the visitor to find your web page.  If she comes from a top ten Google result, you are one lucky Webmaster!  If she comes following an inbound link - you've done a great job at generating targeted traffic.  Congratulations!  If she comes from a PPC campaign, is it worth the price?  No if the user leaves your page as fast as she arrived there.  If visitors don't spend time on your website, you are clearly doing something wrong.   

The first rule in web publishing is KISS.  Translation?  Keep It Simple, Stupid!  And this is a theme we could debate for days!  While many web owners understand the power of simplicity, way too many fail at creating a website that doesn't frustrate the visitors, especially when it comes to content.  Honestly, how many times have you stumbled upon pages full of nonsense or articles that have no real value and bring nothing new to the Web?  Yes: on daily basis.   

So how should you write?   

First rule: KISS.  In this case, plain English.  Then be aware that most of the users are not interested in your metaphors and charades.  They want to get the information fast, without having to guess where to look for it, without needing to follow too many links to get it!  So if you have something really important to say, say it out loud, right from the start!  Condense it in your title, point it out from the first paragraph.  Start with the conclusion.  Believe it: that's the only way to get people's attention and to show them that you do valuate their time.   

Understand that jargon and too many technical terms are not for the average user.  If you must use technical terms do provide a dictionary and visible links to it.  That's how you make sure that your readers will really understand your message.   

If you must point out more than one idea, use either bulleted text or write one idea per paragraph.  Keep your sentences short.  This improves readability and doesn't exhaust your readers.   

Do you wonder how many words per page?  No less than 250, not more than 1500!  (People don't really like to scroll!) .  If you have more than 1500, split your article in more pages.   

You should format your text properly: have your titles and subtitles in place; don't overuse bold fonts and special characters.  Highlight solely what you have to highlight and avoid blinking text.  Make it easy for people to understand where your links are going to take them by providing a clear description instead of "click here".   

These simple tips will help you become a better publisher.  And if you need even more publishing tips, just type into the Google search box these very words "web publishing tips" to learn even more about HTML, design and Web trends.