Expert Tips on Writing for the Web from Kindha Gorman of MightyThink

My good friend Kindha Gorman officially launches her own Web writing boutique, MightyThink, this week. Since I have always admired her wit and way with words, I thought that interviewing her about her new company and writing for the Web might be both educational and fun.

Q. So I just have to ask you, Kindha, what motivated you to leave the stability of a full-time job to launch your own boutique, MightyThink?

Starting a content development firm like MightyThink has been one of my long-time goals. After spending considerable time learning about the domain name business, I saw an opportunity to contribute.

As the domain industry changes, relevant and quality content is becoming essential for premium domains. Websites have so much more potential when the content is useful, timely, and engaging. That's where MightyThink comes in.

Sure, a cushy full-time job has its perks but writing is my passion. Launching MightyThink is my way of being involved in this exciting domain industry by doing what I, and my team of writers, do best.

Plus, my fourth grade teacher said I had a problem with authority, so I figured I should just become my own boss. It's best for everyone.

Q. What's the most frequent mistake you see people making when it comes to the copy on their Websites?

Sadly, the Web is full of boring, irrelevant, and outdated copy.

Above it all, the most common mistake I have noticed is Websites that don't properly cater to their target audiences. When creating content for your site, think of your readers and the reasons they're likely on your site. Does your site give them all the information they need? Is it clear? Is it engaging? Is it visually friendly? Is it easy to read?

When you have a domain name, or a brand you want to market, you have a great opportunity to captivate your audience and make sure they visit again.

Since we're on the topic, here a few more of my pet peeves:

• Unclear messages;
• Long pages;
• Outdated information;
• Long paragraphs and no white space;
• A lack of keywords to entice the search engine;
• Off-topic and/or boring copy; and
• Spelling and grammar mistakes (A big no-no easily fixed by hiring an editor. The spellcheck function, by the way, is not an editor.).

Q. A lot of companies are interested in launching a blog but struggle with creating the content for it and keeping the blog updated. What advice do you give to clients like this?

A blog is a great tool to ensure there's fresh content on your site. The downside is that you have to invest a certain amount of time and energy to make sure people come back regularly. It sounds easy but there's some planning involved.

If you want to get your blog bookmarked by your target audience (and I imagine you do), the blog needs to be:

• updated daily;
• about relevant and timely topics;
• written in a conversational tone;
• professional looking and sounding; and
• interesting!

This may seem like a daunting task, especially since there are only 24 hours in the day. Many companies hire outside writers, who understand their goals and messages, to act as their voice. This frees up much-needed time, but still maintains a relevant blog.

Q. How important are online press releases?

A keyword-rich and well-optimized press release is quickly becoming an invaluable marketing tool for businesses to generate traffic and drum up clients.

Not only do online press releases tout news about your business quickly and effectively, they also can be easily optimized with keywords to ensure they're indexed by the almighty search engines. By adding some strategic links and relevant keywords, your little press release (and your Website) will attract the eyes of journalists, researchers, RSS feeds, search engines, news subscribers, and most importantly, your target audience.

Here's a tip: If you're writing the news release yourself, keep your press release to one page, two pages if absolutely necessary. If it's any longer than two pages, journalists become grumpy. No one likes a grumpy journalist.

Thanks, Kindha, and best of luck with your new company!

Kindha Gorman is the owner and brain behind MightyThink's brawn. With over 10 years of experience in writing, marketing, and strategic planning, Kindha has written for magazines, newspapers, Websites, large retail chains, healthcare organizations, financial institutions, and high tech outfits. Throughout her varied career, she has learned a thing or two about good writing. Just ask her. She has bored many of her friends with lectures about the proper use of commas, hyphens, and semi-colons.