Tempting headlines, exciting content, coherent language - all this is in vain if the structure of a text is not also correct. Online texts in particular must be coherently structured so that the reader gets added value from what he reads. In this part of the series "Best of Content Audit" you can read all about the web-compatible structure of an article.
"What does the text bring to my reader?" You should not ask this question only when the text is finished, but keep it in mind for every paragraph, every sentence, even every word. This is the only way you can write purposefully. The ultimate goal is to offer the reader added value. This is usually in the form of special information, a tip or entertainment. To ensure that your readers pay attention to your article right up to the end, your online text must be very well structured and formatted. Make it as pleasant as possible for your reader!
Online texts are also structured according to the principle of the inverted pyramid. They start with the core message and then go into depth bit by bit. In this way the reader is interested in the content of your article for a maximum of time. At the same time, they learn the main messages of the text without necessarily having to read the entire article.
The following is hidden behind the so-called kitchen call: The reader should - thanks to the principle of the inverted pyramid - gain an overview of the article as quickly as possible and thus be able to pass on even the most important information in just one sentence. Imagine a person in the living room reading a newspaper and calling out the quintessence of your text to a second person in the kitchen.
I'm glad you're still reading :-) Besides the special features of online texting, there is also a point that you all probably remember from your school essays: The famous red thread. As in your school days, you divide your article into introduction, main part and conclusion. Smooth transitions connect the individual elements. So much for theory. The most important thing in all this is that the user always sees a red thread. With a clear structure, you guide him or her step by step through the text. The red thread in this blog post is: "The structure of an online text". And how does this work in practice with a web-compatible structure? Here are a few tips for implementation:
If you promise tips or solutions to a problem in the headline or teaser, you must also provide this content. Always keep in mind the goal from the beginning: Your text should provide the reader with a clear added value.