Tips for Writing for the Web
Director of Web Communications Jaime Hunt often describes writing for the Web as "the art of tricking people into reading."
Studies have shown that people read content on the web far differently than in print. Readers assess web pages in an instant, scan for content and quickly hit the back button if they don't immediately find the information needed. Content has a few seconds—three or less—to encourage people to read more, to take action or to navigate to another page.
Hunt offers these tips to make web-ready content:
- Keep it short. Use short words, short sentences and short paragraphs.
- Front-load your content. Put the most important information at the beginning of headlines, paragraphs and sentences. Don't spend time leading up to your point.
- Emphasize important points: Use page titles, headers, subheads, bulleted points and links to call attention to the most important information on your website.