How to Write Personalized, Compelling Content When Writing for the Web

Transform your writing for the web by writing personalized and compelling content. While part of writing effective online content is staying clear and concise, doing so doesn’t mean what you write has to be boring or plain. Write truthfully, creatively and positively, and your writing has a bigger impact on readers.

Create compelling content that is both personal and energetic by writing in the active voice, writing visually and following these practices whenever possible:

  • Make it about readers
  • Get personal
  • Invigorate word choices
  • Be consistent with style
  • Breathe new life into old content
  • Tell an interesting story
  • Provide solutions

Not all of these practices fit with every piece of content when you’re writing for the web. Writing an effective blog for your website is much different than writing paid assignments for, for example.

Consider the context, any necessary requirements, but experiment with different ways to write compelling content. You might find yourself rewriting content to make it stronger and more energetic. The benefits, though, mean your content is more engaging and more attractive to readers.

Make it about your readers

Consider your readers’ perspective in everything you write. Think about your topic while putting yourself in their shoes. Readers want you to provide insights with information that is easy to read and digest. When you put the reader first, you naturally write more compelling content.

Get personal

Inject your personality into what you write. Share your personal side. Readers want a sense of who you are, and showing them through your words creates more compelling content.

You also want to get personal by speaking directly to readers. Use “you” whenever possible to make readers feel more engaged and more invested in your content.

Invigorate your word choices

The word choices you make affect whether you write compelling content or dry, unexciting content. Choose strong action verbs whenever possible. Incorporate powerful nouns that give life to what you write. Adjectives and adverbs serve a purpose for describing verbs and nouns, but use both with caution. Overusing adjectives and adverbs creates wordy phrasing that hurts, rather than helps, your content.

Be consistent with style

Not only should you make yourself stand out with personal style, but use that style consistently. Both what you say and how you say it impacts whether your content is compelling. When you use a consistent style, it invigorates your writing while keeping readers engaged.

Breathe new life into old content

The content of your writing is unlikely to contain any earth-shattering revelations. In fact, what you write has probably been said one way or another somewhere else on the web. Your goal is to take old content and breathe new life into it. Change the perspective. Present it in a different way. Get creative. Add a twist. Whatever you do, change it up to engage readers with compelling content they cannot read anywhere else.

Tell an interesting story

Weave stories into your content when possible. The type, scope and style of all content may not always permit this, but storytelling is effective in engaging your audience with compelling content. Telling a good story makes your readers want to read more. Not only to find out how the story ends, but to find out how the story relates to them and how your message relates to the story.

Provide solutions

Make it a goal to offer solutions when writing for the web. Most online readers probably find your content through an internet search, which means they’re searching for information that helps them. They want information from you that addresses a need or solves a problem.

Your online readers are an impatient lot. They want you to give them new information, new solutions that solve whatever problem they have. Providing solutions to those problems makes your writing for the web more engaging, more personal and more effective for writing compelling content.

Change the way you write for the web. Be engaging. Be compelling. Work these approaches into your online content whenever possible and appropriate. While not every approach works in every piece of content, using one or more of them transforms your words into personalized, energetic and compelling online content.