How to Write a Good Article for Your Website
You have an idea for an article. You open a blank page, write a title, and then wonder where to begin.
A good article starts with a question someone wants answered. The writing gets easier once you know who is asking, what they already know, and what they need from the page.
This guide takes you from that first question to a finished article.
Choose One Question to Answer
“Email marketing” is a broad topic. It could lead to articles about contact lists, design, software, or sales. One question gives the article a direction:
What should a small business include in its first email newsletter?
That question makes it easier to decide what belongs on the page. A detailed comparison of email software may be useful, but it needs its own article.
Customer conversations can help you find a question. What do people ask before getting started? Where do they get stuck? Which part takes the longest to explain?
Search results offer clues too. Read a few articles on the subject. Notice what they answer and where you still have questions. Your own experience may help fill those gaps.
Know What the Reader Needs to Learn
Before writing, finish this sentence:
After reading this article, someone should know…
For the newsletter example, the answer could be:
…what to put in the first email and what to leave out.
Keep that answer nearby while drafting. If a section does not help the reader reach it, consider cutting the section.
Think about the reader’s starting point as well. Someone sending a first newsletter may need help choosing a subject before learning how to test different subject lines. Start where they are.
Gather the Information First
Do some research before starting the draft. You may find gaps in the idea you began with.
Start with what you know from experience. If you’re writing about work, talk to someone who does it often. Ask what people usually want to know and which mistakes they see.
If the article is about a first newsletter, consider these questions:
- Does the reader need an introduction to the business?
- Is there too much news for one email?
- Will the link open the page mentioned in the email?
- Are the dates, names, and contact details correct?
Use outside sources for claims you cannot confirm yourself. Check who published the information and when. Keep a record of sources so you can check facts again before publishing.
If you do not have evidence for a number or a strong claim, leave it out. An honest explanation is more useful than a figure that only sounds convincing.
Make an Outline Before Writing
An outline gives the article an order. It can be as simple as a list of questions.
For the newsletter article, that list might be:
- What is the purpose of the first newsletter?
- What should the subject line say?
- What belongs in the email?
- What should a reader do after opening it?
- What needs checking before it goes out?
The reader can follow those steps without jumping back and forth. That is what the outline should do.
Check for headings that cover the same ground. Combine them before you draft. If a heading takes the article away from its main question, save it for another post.
Use headings that tell people what is in each section. Readers often scan a page before deciding which parts to read closely.
Write an Introduction That Clears the Point
An introduction should show readers that the article addresses their problem. It does not need a long history of the topic.
For example:
Sending a first newsletter can feel awkward. You may have news to share, but you may not know what deserves space in the email. This guide covers what to include and what to check before sending it.
That opening names the situation and tells the reader what comes next.
If the introduction is difficult to write, move on. Draft the main sections first. Once you know what the article covers, the opening will be easier to finish.
Draft One Section at a Time
Work through the headings in your outline one by one. Get the ideas down first. You can tidy up the sentences later.
For the newsletter example, explain how to introduce the business and share an update. Then describe where to add a link to the product or service mentioned. You could also show how several unrelated updates make the email harder to follow.
Give each paragraph one main point. When a paragraph begins talking about subject lines and ends on website design, split it.
Write as though you are explaining the subject to an interested customer. Use familiar words. If a technical term is necessary, explain it where it appears.
Show What Your Advice Looks Like
General advice can leave a reader with more questions. An example shows how to use it.
“Write a clear subject line” is a start. This is easier to picture:
If the email announces new Saturday hours, say so in the subject line. Readers should not have to open the message to discover its main point.
You can also show a short before-and-after example. A vague sentence such as “We have exciting updates for you” tells the reader very little. “Our Saturday hours start this week” gives them a reason to keep reading.
Use examples that fit the article’s subject. If you describe a real result or customer experience, make sure you can support the details.
Choose a Title After the Draft Takes Shape
A working title is enough to begin. Once the draft is complete, check whether the title describes it accurately.
“What to Include in Your First Email Newsletter” tells readers what they will get. “The Ultimate Guide to Email Marketing” promises much more than this article covers.
Keep the title specific. It should help someone decide whether the page answers their question.
A relevant search phrase may fit naturally in the title or a heading. There is no reason to squeeze it into every paragraph. Google’s guidance favors helpful content written for people and says there is no preferred word count. Use enough space to answer the question properly.
Edit the Answer Before the Wording
Leave the draft for a while, then read it again. You may notice something you left out or explained twice.
Check whether the article covers the topic named in the title. Read the instructions as someone trying them for the first time. Add any missing steps and check facts you are unsure about.
Then edit the writing. Cut sentences that say the same thing twice. Replace vague phrases with details. Break up long paragraphs.
Read a few sections aloud. If you lose track of a sentence halfway through, rewrite it. Short sentences often help, but they should still sound natural together.
Finish with a careful check of names, figures, links, and spelling. If the article mentions something that may change, confirm it before publishing.
Check the Article on Your Website
A draft can look easy to read in a document and feel crowded on a web page. Review it after adding it to your site.
Look at the headings first. Can someone find the answer they came for? Check the article on a phone, where long paragraphs take up more space.
Add an image, table, or screenshot when it makes a point easier to understand. For the newsletter article, a short example email may help more than a decorative photo.
Link to another page when it gives the reader a useful next step. Check that every link works and leads where its text suggests.
Write a page description that matches the finished article. It should give a fair idea of what a reader will find.
End Where the Reader Needs to Go Next
Keep the ending brief and bring it back to the article’s main question.
For the newsletter example, remind readers to decide what the email will focus on. Ask them to check the links and send themselves a test before sending it out.
Before you publish any article, read it once from the reader’s point of view. Can they find the answer? Do the details make sense? Do they know what to do with the information?
If a section leaves them guessing, that is the place to keep working.
