How People Read Web Content

• Web users are task oriented and in a hurry.
• They scan rather than read.
• Therefore, the best strategy for writing web content is to make it scanable.
• Most of what follows is based on this premise.

Cut Your Content In Half

• A good rule of thumb: web content should only be half the length of print counterparts.
• Start by eliminating hype, spin, and marketing jargon.

Use the Inverted Pyramid Approach

• Think newspaper article or press release.
• Put the most important information at the beginning, leave the least important for last.

One idea per Paragraph

• Readers typically only read the first or second sentence in a paragraph. Second or third ideas will be missed.
• Keep paragraphs short.
• Use simple sentence structures.

Use Headings

• Headings make your content easy to scan.
• Readers can quickly get the gist of the content and find the information that is most useful to them.
• Colons are not needed after headings; even when followed by a list.

Use Lists

• Sentences containing lists should be rendered as bulleted lists.
• Use numbered lists only when instructions are being given in sequential order.

Use Intuitive Link Text

• Readers' eyes are drawn to links when scanning.
• Link text should be intuitive, describing what information the reader will get if the link is followed.
• Never use "click here" or similar vague text as a link.

Additional Resources

How Users Read the Web (Nielsen Norman Group)

Writing for the Web (usability.gov)