The Intro Is Unnecessarily Long
Get to the point. The example above isn't as bad as my initial attempt at the lede (the first couple of paragraphs that introduce an article), but, at 152 words, it's long by most web content standards.
Explanations Are Handwavy or Lacking Backup
if I'm writing an article for the general public about transferring files between computers over the internet, I should explain what SFTP is when first mentioning it, since most people might not know that SFTP stands for Secure File Transfer Protocol and that it's a way to transfer and manage files between computers over a secure connection. In the same vein, here at Zapier, we try not to assume the reader knows what Zapier is when they first come to our blog or what "Zaps" (our word for automated workflows) are.
The Content Was Written in Passive Voice
Passive voice is used too often by writers. Writers use passive voice too often. Active voice, as in the previous sentence, is more direct and stronger because the subject (writers) is doing something (using passive voice), rather than the subject taking a backseat.
Too Many Words!
Omit needless words. Vigorous writing is concise. A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts. This requires not that the writer make all his sentences short, or that he avoid all detail and treat his subjects only in outline, but that every word tell.
The Conclusion Doesn't Conclude or Doesn't Exist
If the lede is meant to hook readers and convince them to keep reading, the conclusion is meant to neatly tie up the piece, so readers come away satisfied. Often, though, I see drafts where the piece abruptly stops, as if the writer expended all their energy on the meat of the post and had no room left for the conclusion (the dessert, in this analogy).
Heed the Homophones
"They're," "their," and "there" are examples of homophones—words that sound the same but are spelled differently and have different meanings. Another common pair of homophones is "affect" and "effect." The former is a verb that causes something to happen ("I hope this post affects people"), while the latter is a noun ("We tried to analyze the effects of this post on readers, to no avail.")—when it's a noun, with an e, "effect" is the subject of something happening.
Apostrophe Catastrophes
We can blame many cases of homophone confusion on apostrophes, that pesky punctuation mark that turns "your" into "you're." The former, without the apostrophe, means you own something. The latter, with the apostrophe, means you are doing something or are something. Similarly with "its" versus "it's." "Its" means that thing owns something, while "it's" means "it is."
Comma and Semicolon Confusion
Semicolons are a point of contention on our content-minded team. We either love them or hate them. Use semicolons to connect two complete thoughts together—more of a pause than using a comma but less of a hard stop than using a period.
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