Writing for online publication has its unique challenges. It's much easier than writing for print, but there are some things you have to know to become successful at this. The tone and language are essential considerations to achieve results.

The language we use when writing for the internet is direct and informal. For example, consider using contractions such as it'll instead of it will and isn't instead of is not and try to keep everything at a pretty basic level. You should write your content as though you're talking to a friend.

Always use simple language as it allows the users to find what they need and comprehend what they have seen and then use it to meet their needs. It is also necessary to keep your site fresh and up-to-date, primarily when working with social media, blogs or micro-blogging websites. Use the spelling and grammar check feature of Microsoft Word to identify any errors as you write and edit copy.

The art of producing good content has much to do with the tone you use when writing for the internet. If your content can be misconstrued, diminished, or lost, you haven't mastered the task correctly. Take, for example, a relatively complex article about flying from Sydney to London on QF1. Note the informative, yet conversational tone.

The tone may indicate one thing when the intention is entirely different. Should the readers recognize the error, this misread can be remedied by an apology, by glossing over the infraction, or just by an abundance of rhetoric intended to cause the reader to forget what was written earlier.

Our communications textbooks taught us to use specific techniques in professional writing which are not relevant to online publishing. Using the correct tone from the outset makes the task easier, yet you will see many writers violating this critical step.

It is also essential for the tone to be consistent throughout the article. After writing a complicated article, be sure to proofread it. If the tone is not uniform, then rewrite it.