This is not going to be a long blog post because I’m writing about writing. And, if you talk too much about your writing, the writing gods will curse you forever.
Web writing is different from writing for print, because people don’t read Web pages, they scan them. In a study by the Nielsen Norman Group, nearly 80 percent of test users always scanned a new page presented. Only 16 percent read word-by-word. (In another study by the Nielsen Norman Group, “users read email newsletters even more abruptly than they read websites.”)
Here are some keys to scan-optimized websites:
- Use bullets
- Highlight keywords
- Only have 1 idea per paragraph
- Your headlines and subheads must be informative, not clever
- Cut copy into half of what you think it should be (so I made this blog half my normal word count)