Writing for the web

Research reckons that people read information on a screen about 25% more slowly than they read paper. It also seems that people also understand less when they read from a screen. And finally, nearly 80% of people don't read a page, they scan it trying to find the information they are interested in. If they don't find what they want. they leave.

The research also suggests that the sites that are most successful stick to three basic rules:

• Be concise. Reduce the word count by 50%, stick to the facts and ask yoursel why the information is important to the user
• Use simple headings to help readers. Move from short information to more detailed information via a link
• Avoid too much marketing and promotional language. Readers don't like it and it slows them down. Stick to the facts. They reckon that this improves useability by more than 25%

Some guidelines about how to write interesting web pages:

• Try to write in short, one-sentence paragraphs of 18 to 25 words in length. The first paragraph in particular should be short and punchy
• Tell the story in the first paragraph. Even if your readers don't read anything else, they should still understand what the story is all about
• Design your first paragraph so it entices the reader in. In other words, create an angle on the story. An angle is generally what is new or noteworthy about the story
• Make every word count. Imagine each word costs you money and get rid of any unnecessary ones
• Don't assume your reader knows anything. Explain everything in simple terms
• Enhance the readability of your article. You can insert an eye-catching headline at the top of the article, one that succinctly captures its story or insert a strapline (a secondary line that expands upon the headline) below the headline
• Insert standalone quotes between some paragraphs, to break up the text
• Use elegant variation to keep your article fresh. We usually don't do this in technical information
• Deliver a punch in your last paragraph, perhaps by posing a question to your readers or making a statement that is open to debate
• Keep your writing informal and alive, for example vary your sentence length, avoid passives and use a varied vocabulary. Don’t be afraid to use word contractions like don’t, can’t and won’t
• Avoid jargon
• Avoid clichés