1. Make your page scannable
Web users are usually scanning for key information and not reading. 79% of users scan the page instead of reading it word-for-word, only 16% read word-by-word. Content written for the web should be concise and allow for the user eye to scan the copy and pick out key points. Each paragraph should contain one main idea - use a second paragraph for a second idea, since users tend to skip any second point as they scan over the paragraph.
2. Cut down content as much as possible
A general rule is that web content should be 50% of the word count of its paper equivalent.Users read 25% slower on screens than on paper and do not like to scroll through a webpage full of text. It helps to put the most important information at the top.
3. Use headlines and headings
A strong, attractive headline at the top of a page can make the difference between the page being read or ignored. Headlines and lower-order headings benefit from being large and high-contrast, so they attract the eye. Use headings within a document to make it easy to scan the document’s meaning. Good headings read like a bullet-point summary of the document’s contents, so a reader can scan down the page, get a quick idea of what’s on the page, and decide whether to read in more detail.
4. Make sure the sentence structure is simple and easy to follow
Keep in mind that a majority of users are looking for the key piece of information they need.Use a simple sentence structure that avoids convoluted writing and complex words.
5. Limit the use of metaphors and clichés
Being direct allows the user to scan and take away the most important points quickly. User may take metaphors literally since they are not reading word for word. This is especially important in headings within the page.
