Catriona Pollard
Catriona Pollard Catriona Pollard is the founder and director of CP Communications one of Sydney’s most respected and innovative PR and social media agencies. Catriona is passionate about social media, public relations, business and bringing them all together to create real, financial success for entrepreneurs and organisations. Catriona is renowned for being an inspiring presenter that shares practical skills and expertise so attendees can immediately implement what they've learnt to see real results. As an early adopter of social media in the Australian PR industry, Catriona created the popular blog Public Relations Sydney that was listed as the top two business blog in Australia. Catriona is also listed as one of the top 100 PR people worldwide to follow on Twitter. Catriona is a highly regarded expert and media commentator and her views on social media and PR have been extensively published in media. Catriona is the author of From Unknown To Expert: How to use clever PR and Social Media to become a recognised expert, a comprehensive step-by-step program for entrepreneurs and business owners to learn how to become a recognised expert and thought leader. Catriona Pollard Communications Pty Ltd Suite 404, 10-12 Clarke Street, Crows Nest NSW 2065 P: (02) 9460 9200

Catriona Pollard has written 63 article(s) for us.

Visit http://www.cpcommunications.com.au

Twitter: @@catrionapollard and @CPCPR

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Tips For Writing Great Online Content

October 31, 2012 | Catriona Pollard

Use these tips to write the best online content for your website.

Writing online is very different to writing for print materials. People tend to scan information online and browse sites quickly before clicking through to another.

This means you need to adapt your writing to suit online whether you are writing for an online publication, your blog, your website or even social media. This will make it easier for people to quickly understand the essence of your content or maybe even capture their attention.

Here are some tips to help you write great online content.

Keep paragraphs short

Short paragraphs make it easy for people to scan your content plus they are also easier to read on a monitor as opposed to large blocks of texts. Keep your writing concise, avoiding repetition and over explanation.

Use subheadings

Subheadings are useful signposts to guide readers through your content and enabling easier scanning. Make sure the font is reader friendly, for instance Verdana, and avoid writing in all capitals. Bold all headings and subheadings to make them stand out.

Use dot points where necessary

Dot points allow you to draw attention to the important facts without having to go into large amounts of detail.

Know your audience

Understand your audience and write copy that will appeal to them. Don’t use jargon, overly descriptive words or too much colloquial language.

Avoid exclamation marks!

If you are one of those people that put an exclamation mark after every sentence – stop! They make people edgy and they are annoying! Exclamation marks don’t make your sales pitch any more effective!

Check your spelling and grammar

Check and re-check your content to make sure it is correct. If you are unsure whether there should be a comma, a colon or a semi colon it is a good idea to consult a grammar guide. Good grammar and spelling ensures professionalism and increases credibility.


Hyperlinks are a great way to link to other online content, such as your website, blog, social media channels or maybe an interesting news article. They are also a useful way of providing additional information without having to go into depth on your webpage.

By following these simple tips you can make your website, blog, online article or social media content easy to read and appealing to your target audience. This means they will spend longer on these sites reading and engaging with your content.

What online content ideas have you used that has got you results? We would all love to hear about them so leave a comment below.

  • Great points Catriona!
    (sorry, couldn’t resist…)

    Short, sharp and easy to scan are definitely the go.

    Blogs/e-newsletters are a great way to get people reading more on your site.