Writing for the Web

How do users read on the Web? The short answer is, they don’t. Research shows that people simply scan quickly down the left side of the page, looking for things to jump out at them in the first few words of a line or paragraph. They will often read only “above the fold,” or what fits easily into one screen without scrolling. Whether your keep or lose your reader depends entirely on whether those first few words seem relevant.

So, writing for the Web is different than traditional writing. Some tips and resources I’ve collected

• Use highly scannable text. Highlight keywords by linking, boldfacing, italicizing, or putting into a heading. Use meaningful sub-headings to break up the page. Use lots of bulleted lists!
• Repeat your keywords. It may seem a little awkward at first, but remember this is the Web, not print, so it helps users keep tract of where they are. It also helps with search engine optimization.
• Write in “the inverted pyramid” style. Make your page top-heavy with most important info first, “above the fold.”
• Use an informal tone. There’s no need to avoid using contractions. People use them all the time when speaking, and they generally give a natural, informal tone that is appropriate on the Web. Similarly, you can start sentences with with and, but, or, and so, if that enhances your page. So, forget what your English teacher told you! Those rules were for print.
• Write less in general. Use just one idea per paragraph (users will miss ideas if you don’t give each idea its own paragraph). And aim for half the word count (or less) than conventional writing!

One great resource for info on writing for the Web — and in fact, what I have here is largely adapted from — Jakob Nielsen’s How Users Read on the Web.