A website visitor decides in a single glance whether your content is worth their time. That's why it's crucial for web text to be concise, engaging, and "scannable."
Reading from a screen is more demanding than reading from paper, and visitors often click away quickly if they don't find what they're looking for. Here are five tips to ensure they get the right information.
Lead with the Most Important Information
Get straight to the point. Start your page or paragraph with the main conclusion or the most critical piece of information. Don't bury the key message at the end.
Focus on the User's Question
Most people visit a website with a specific question or goal in mind. Put yourself in your audience's shoes and think about what they are trying to find. When writing, constantly ask yourself: "Is this information relevant?" and "What question does this text answer?"
Shift your mindset from "What information do I want to provide?" to "What information is my audience looking for?"
By incorporating common and relevant keywords and phrases into your text, you will also improve your page's ranking in search engines.
Write "Scannable" Content
Visitors scan a webpage, looking for keywords that match their query. If they can't find what they need quickly, they will leave. Structure your content to support this behavior with clear, scannable text:
- Use short paragraphs.
- Write descriptive subheadings that contain relevant keywords (avoid generic titles like "Introduction" or "General").
- Use bulleted or numbered lists.
Be Concise, Clear, and Engaging
Keep it short. Cut as many unnecessary words and sentences as possible. Be clear, concrete, and use examples. Avoid bureaucratic language, jargon, and the passive voice.
Don't just copy and paste policy documents or brochure text onto a webpage. Instead, rewrite them as concise, scannable web content. If needed, you can offer the full document as a downloadable PDF for visitors who want to print it. Where possible, address the reader directly using "you."
A Few Examples
Instead of:
- More information can be found on this site regarding maternity leave.
- You can register for the Open Day on this site.
Use:
- Read more about maternity leave.
- Register for the Open Day.
Instead of:
- The funeral service was attended by many people.
Use:
- Many people attended the funeral service.
Use Descriptive Link Text
Make it easy for your visitors by using meaningful, informative link text that clearly describes the destination.
Instead of:
- For information about the Archaeology program, click here.
Use:
- Read more about the Archaeology program.
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