"Users won’t read web content unless the text is clear, the words and sentences are simple, and the information is easy to understand." - Jakob Nielson, web usability consultant
- Our brains are conditioned to skip around when reading online
- Online readers have a shortened attention span and reduced comprehension
Engaging Online Readers
- Get to the point
- Edit out unnecessary information
- Easy-to-understand language
- Avoid jargon, marketese, acronyms, and overly scholarly language
- Writing online is visual – utilize white space and keep paragraphs short.
Make Content Scannable
- Front-load content: Put most important information in the first sentence or heading.
- Since readers scan web pages, each sentence should be able to stand alone and provide information.
- Use contextual links - don’t say “Click here” or show full web addresses.
- Use headings and bullets to break up long content
Use Active Voice
- Snape killed Dumbledore.
- Dumbledore was killed by Snape.
- Dumbledore was killed.
- Subject – verb – object makes for stronger writing!
Remember, less is more when writing for the web.
