Web users scan, reading only 20% to 28% of the average Web page, according to web usability expert Jakob Nielsen. If they don't find what they want fast, they leave the website.
Good web writing draws users into your website and keeps them there long enough to do what you want them to do. It starts with putting the most important information first.
Chunk content
Break up (or chunk) information into topics and sub-topics. Use headings and subheads to:
- Draw users in
- Help users quickly find information
- Make scanning easier.
Engage users
Keep paragraphs short and sentences simple. On the web, a one-sentence paragraph is fine. So are fragments.
Use simple, familiar words that your target audience understands. Avoid jargon, and avoid or limit confusing acronyms and abbreviations.
Use the active voice. "Talk to your doctor" is easier to understand than "your doctor should be consulted."
Make content more personal and more inviting with an informal tone ("you" and "we").
Emphasize key points
Lists create a sense of immediacy and emphasize key points:
- Numbered lists work great for instructions and steps.
- Bulleted lists convey non-sequential information (e.g., options to choose from).
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