I read a great article on web content writing tips
The key tip was write for "scanners". The article points out that only 16% of people read web pages word-for-word. Most people just scan.
When people scan a page, the four things they notice most are:
- Headings / headlines
- Sub-headings
- Image captions
- Lists of bullet points
These are things you should pay special attention to. In particular:
- Headings and sub-headings should focus on your key points.
- Captions on images should connect back to your main talking points.
- Bullet points are a good replacement for lengthy sentences and paragraphs. They should be short and concise.
These methods can help get your ideas across quickly, and perhaps entice people to read a little more.
A writer's most important tool is the delete key, so shorten your text and make your copy easy to read:
- Use short sentences and paragraphs
- Skip unnecessary words
- Avoid repetition
- Avoid jargon
- Avoid the passive tense
- Address your readers directly, using the word you
In a nutshell, write in plain English and keep it simple – visitors don't want to have to work to understand what you're trying to say.
