Would you have never said it? Well yes: when a person reads online, he feels much better immersed in a text that whispers something in his ear, suggesting an intonation, a verbal register, a lively personality. written for the web must be based more on the spoken style than on the written one. Also because, as Jakob Nielsen said in 1997 in the article developed by the Nielsen Norman Group How Users read on the web: “People don’t read.
Rarely They read web pages word for word; instead, they switzerland number data scan the page and pick out individual words or phrases.” It is easy to understand, therefore, that a written text capable of referring to the oral register is more capable of catalysing the attention of the reader, because it accompanies the reader within a flow of words that have depth, intonation and personality. Brevity, Conciseness, consistency, information arrangement: in search of the perfect content Are there rules for producing perfect content? Several, but there is a secret ingredient that varies each time, depending on who writes, how they write, why they write.
The rules you will be able to assimilate will always lack the secret ingredient of passion, competence, persuasive ability, innovation, creativity and inspiration that distinguish every writer, journalist or copywriter. A lot could be said about all this, but today I would like to focus on the aspects to develop to structure a text effectively. Let's start with the structure of the content. Attack, Shoulder, Central body and Closing: the four elements of every informative text As I explained in my Manual of creative and conscious digital writing, an informative text must be divided into its four constituent elements.