Writing effective web content is crucial for informing and attracting customers. Visitors to your site rarely read all of the content; instead they scan for information that is relevant to them. As a result, it is essential for you to use proven web writing technique.

Practical Reasons People Scan
Reading from computer screens is tiring for the eyes and about 25 percent slower than reading from paper. In addition, web users like to remain in motion and click on things. This constant motion also means that your page competes with millions of other pages for the user’s attention.

Structure for Rapid Consumption
Readers scan the headings and links rather than reading all the text, so the most important information should jump out at them. Bulleted lists are useful for presenting key points, but don’t get carried away; too many lists will make your site read like a PowerPoint presentation.

Write in Modules
Smaller, conceptually related chunks make it easier for readers who skim to find what they want. Use anchor links to help users navigate long documents or use a table of contents at the top of pages.

Shorter is Better
Limit the length of your copy. Text-heavy pages are uninviting, and some readers will skip them altogether. Edit your text down to a reasonable size (under 800 words per page), and use white space, graphics, and varying type sizes and weights to break up the page.

Know Your Audience
Why would your audience possibly care what you have to say? As a writer, it’s your job to show them how your information will benefit them.

Know Your Purpose
What do you want your audience to do: Come to an event? Donate money? Stay informed about your research? Your piece doesn’t have to be just one thing – but it shouldn’t try to be all things to all people.

Use Examples
Examples can make your message clearer, more interesting, and more persuasive.

Give Your Site a Voice
Create a strong identity and sense of place by developing a recognizable editorial tone.

Avoid Jargon and Buzzwords
Will everyone in your audience understand industry specific jargon or acronym’s? If not, offer definitions in a glossary. Writing on the web tends to age rapidly, so avoid using cliches and trendy buzzwords.

Use an Editor
Even editors use editors. A fresh pair of eyes can often spot errors that you might miss in reviewing already-familiar copy.