Kudos for the Multi-level Writing Model

I just finished reading http://www.e-gineer.com/v1/articles/web-writing-for-many-interest-levels.htm, which is a great article detailing the “multi-level” writing model. Basically, this model makes use of varied levels of information throughout the page, structured in a manner which maximizes scannability. The goal is to write in a way that makes it easy for a reader to determine their interest level.

This is a great article, and is immensely useful in capturing one’s target audience. Rather than “hold back” on less important information in order to make a page more concise, this method allows the user to choose how concise the page should be. The multi-level writer gauges their audience through the use of meaningful titles, one paragraph and one sentence summaries, headings with sub-anchors, bold font, topic sentences, and bullet points. One of the most interesting points in the article is what happens when a customer moves past these cues. Regardless of the writing structure and even the information the writer presents, it is the writer’s personal style which captivates the audience and draws them in. An informal tone, complemented with credibility demonstrated through links or other references sets the tone for user satisfaction.

The article placed particular emphasis on the use of effective titles, since this is often the first thing that both a user and a search engine see. From my experience in search engine optimization, I couldn’t agree more. One of the best ways to target your audience is through the use of relevant keywords in your title. Tools such as Wordtracker and the Google Adwords Keyword Tool help writers to assess the most highly searched terms in relation to any given subject. This is an extremely important step in studying the mindset of your customers, since it allows you to learn what they are searching for. Using the right terms not only increases natural search engine traffic on a page, but also ensures that the right people are visiting that page.