Reading on a screen is physically demanding and significantly slower than reading printed material. Most visitors do not read web pages word-for-word; they scan for keywords and relevant headings before committing to the text.
Create Scannable Content
- Highlight Keywords: Use bold text for essential terms.
- Use Meaningful Sub-headings: Prioritize clarity over "clever" phrasing.
- Leverage Lists: Use bulleted or numbered lists to break up information.
- Limit Paragraphs: Stick to one idea per paragraph.
- Adopt the Inverted Pyramid: Place your most important conclusion at the top.
- Write Lean: Use short sentences, simple words, and concise paragraphs.
The web is a task-driven medium. If a site is difficult to navigate or read, users will leave. To keep them engaged:
- Prioritize the User: Focus on the user’s goals, not internal institutional jargon.
- Cut the "Fluff": Avoid generic "Welcome" text or mission statements. Provide the information the user is seeking immediately.
- Use Plain Language: Even sophisticated audiences prefer straightforward, jargon-free writing.
- Guide the Journey: Most pages should include a clear Call to Action (CTA). Ensure hyperlinks are descriptive (e.g., "Download the SUpal Guide" instead of "Click Here").
Learn More
For deeper insights into digital reading habits, explore the research findings of usability expert Jakob Nielsen.