Writing for the mobile web is a LOT like all those “writing for the web” articles you’ve probably seen before, but with more emphasis on scannability and engagement. Why?
Because writing for the mobile web has an audience mostly using smartphones. Three things apply here:
- You are writing for the small screen. So the ability to quickly scan content is HUGE.
- People are used to interacting with their smartphones. They “touch” Facebook and Twitter. They can comment, like, or share easily.
- People are easily distracted on smartphones. If your content doesn’t load fast, they’re gone. If it’s not engaging, they’re gone. If they don’t “get it” fast, they’re gone.
We have our jobs cut out for us, don’t we!
Here are some tips for writing for the mobile web (these also apply to writing for the general web):
- write short, to-the-point articles
- edit, edit, edit – make every word count
- Stick to one idea, topic, or goal per post
Create strong titles:
- Make titles short. The BBC uses 5-6 words per title!
- Front-load the title with appropriate words to make the point of the article clear and understandable out of context (i.e., for search engines)
Create actionable content:
- Focus on the benefits of using the product or service, not the features. What’s in it for the reader?
- Have a next step or call to action in each article. (i.e., check out this book, attend this program, etc.)
- Always link to things you talk about (i.e., link to the catalog when mentioning books, etc.)
- Frontload your content. The first paragraph of text should be stuffed with the most important content (think inverted pyramid).
Make content scannable:
- No huge blocks of text – break up long paragraphs.
- Break the rules and use fewer than 3 sentences per paragraph if needed. One sentence paragraphs are ok, if it looks correct on a mobile device!
- Use headings, subheadings, lists and bullet points. These help make the content scannable.
- put your readers first. Speak to them, not at them. Use we and you.
- Use informal, conversational writing. Blog posts are a conversation!
- Ask questions, ask for a response.
- Type like you talk. Read your content back to yourself. If it doesn’t sound like something you’d actually say, re-write it so it does.
- HOW TO: Optimize Marketing Copy For Mobile
- Best Practices for Mobile Web Writing
- Writing for the Mobile Web
- Writing Style for Print vs. Web
- User-Centric vs. Maker-centric Language: 3 Essential Guidelines
- World’s Best Headlines: BBC News
What should be added here? What do you think? I’d love to hear your thoughts!
photo by Robert Patton