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.