Effective Content - Like eating dessert first!

When writing for websites, don't waste time. You don't have much to start with. Forget the appetizers and side dishes. If you want readers, get to the goods right away. That's right, dessert first!

Traditionally, good writing has three main parts:

1. Introduction - Where you set up your thoughts and prepare your reader
2. Body - The meat and potatoes of your writing, containing details, evidence, and illustrations.
3. Conclusion - The final statement, or restatement, of your main point or argument. Also known as the "Aha!" moment, where your readers are now convinced.

But forget tradition. (Mom and Dad won't like this...) The change in our interaction with words is keeping pace with the technology we use to communicate. With the fast-paced nature of the web, overall, you simply have less control over how visitors consume your information. So to stay effective, the way you write should accommodate this. But how?

Just let them have it their way! These aren't unruly kids. They could be your customers. So make them happy, and keep them there. When marketing your image, don't beat around the bush. Each page should have a purpose, and should get to work satisfying it right away. Like this:

1. Conclusion (Who isn't happy after dessert?)
2. All the rest

If you're selling a product, highlight a couple of its benefits first, and then explain the features. On the About page, explain what your experience can do for your customers, then map out your company history. Once your visitors are interested, once you've answered their question "What does this have to do with me?" they'll keep reading.

So, you see? Establish a conclusion, to get them to read on. Dessert first!