Writing for the web is different than writing for print. People read web pages differently than they read printed information. In fact they rarely read. Generally, they scan the page quickly and will often make a decision within the first few seconds whether they think the article is worth reading.
- Use clear and simple language. Write sentences that are simple, clear and easy to read. You don’t need to talk down to your audience, but avoid complicated sentences and words that aren’t necessary.
- Front-load important points. Find the most important points of your content and include them in the first sentence of your page. Most people will scan a page and decide within 5 seconds if it’s worth reading. If they leave your page, what is the #1 take-away you want them know? Consider including this point in your opening sentence.
- Chunk your content. Use headings and bulleted lists to chunk your page content into bite-sized morsels. Headings give visual scanability, allowing the reader to jump quickly to the section that most interests them.
- Label your links clearly. Don’t create links using the phrase click here. Construct your sentence so the location you wish to link to is mentioned within the sentence. Link off of the relevant word in the sentence.