How is writing for the web different?
People read differently online than they do when they read print materials -- web users typically scan for information. In a study of online reading behavior, Jakob Nielsen found that “on the average webpage, users have time to read at most 28% of the words during an average visit; 20% is more likely”. (usability.gov)
10 useful tips
- Use the words your users use. By using keywords that your users use, you will help them understand the copy and will help optimize it for search engines.
- Chunk your content. Chunking makes your content more scannable by breaking it into manageable sections.
- Front-load the important information. Use the journalism model of the “inverted pyramid.” Start with the content that is most important to your audience, and then provide additional details.
- Use pronouns. The user is “you.” The organization or government agency is “we.” This creates cleaner sentence structure and more approachable content.
- Use active voice. “You can request books and journal articles through RACER interlibrary loan” rather than "books and journal articles can be requested through RACER interlibrary loan".
- Use short sentences and paragraphs. The ideal standard is no more than 20 words per sentence, five sentences per paragraph. Use dashes instead of semi-colons or, better yet, break the sentence into two. It is ok to start a sentence with “and,” “but,” or “or” if it makes things clear and brief.
- Use bullets and numbered lists. Don’t limit yourself to using this for long lists—one sentence and two bullets is easier to read than three sentences.
- Use clear headlines and subheads. Questions, especially those with pronouns, are particularly effective.
- Use images, diagrams, or multimedia to visually represent ideas in the content. Videos and images should reinforce the text on your page.
- Use white space. Using white space allows you to reduce noise by visually separate information.
Visit usability.gov - Writing for the Web to learn more.