Writing is writing, right?
Well, yes and no. Certainly there are requirements common to all writing. Correct spelling, for example. But requirements vary according to task.
In writing a story, such things as sustaining suspense and pace are fundamental. If reader does not feel compelled to turn page, tale does not "sell."
Oddly enough this characteristic essential in fiction, applies to writing articles. If visitors do not read enthusiastically to end of work, then you did not reach them.
A Rule Of Thumb
While there are many options in structuring an article, it's hard to beat that old, tried and true formula that goes like this.
> Tell 'em what you're going to say.
> Say it.
> Then tell 'em what you said.
This format is excellent. Readers can see in a glance whether or not they have need for information that follows. Thus they can quickly move on if they do not. What's more, they will thank you for not wasting their time by dragging them into content of no help to them. This applies to articles you write for your newsletter and for those you submit to others.
The following are must-have elements authors who want their work to be accepted as first rate must include. While I'm thinking of articles here, all applies pretty much as stated to web pages as well.
Writing Without A Purpose
It doesn't work. You have likely seen hastily written newsletters that simply ramble from beginning to end. Sure, there may be an idea or two mixed in that's worth a thought. But most will go unnoticed for few will struggle through ramblings.
Before beginning, a clear purpose for piece needs to be defined. The point you want to make, if you will. Or information you want to provide.
Next consider points your want to include that collectively define that purpose and demonstrate its value.
Start With A Bang
The title matters more than many believe. Think of it as headline on a sales presentation. Its purpose is to draw reader into first paragraph of article.
The first line of first paragraph, and first paragraph itself, are critical. It is while reading this text, your reader will decide whether or not to continue.
Hold To A Steady Even Flow
While extensive outlining is not much help, it's a good idea to know before you begin writing, how you plan to grab attention immediately. And equally important, how you want to wrap. This needs snap, if you can manage it. Something memorable reader carries away that reminds them of what was presented.
Given you know how you want to begin and end, consider points you want to make within article. Some recommend ordering these points with most important first. This is format used in newspapers so that wherever a reader quits, they have seen strongest points.
While many also recommend this format for articles, it doesn't work as well for me. Flow matters more. That is, begin with point that matters most if possible. But be sure it flows from headline. Else choose to open with a lesser point. There must be no sudden "jump" between headline and first sentence.