Writing for the Web
Make your content “scannable.”
A study by web-use expert Jakob Nielson revealed that only 16% of his test users actually read the copy they found online; 79% of them simply “scanned” it. Your impatient web readers will want important information to jump out at them. Some practical ways to make your text “scannable” include use of :
- Bulleted lists
- Numbered lists
- Easy steps
- Typeface variation
Keep it short.
Make your title sizzle.
Talk to your target audience.
Make it web professional.
Other Basic Tips:
• Long paragraphs are usually acceptable for print media; they are not for the web.
• Keep the writing short, simple and on point. Experts recommend using half the word text online compared to print.
• Use diagrams or photographs to help illustrate your points. Useful content can and should go beyond basic clip art to draw on the reader's imagination.
• Avoid the use of technical jargon except where necessary.
• Avoid making readers scroll across. People would much rather scroll down than scroll across, so make your text space adjustable to the reader's window size.