9 tips for writing copy for the web
Over the last year or so we’ve been using our eyetracking kit to watch hundreds of participants use websites. By observing so many users eye movements we’ve picked up some tips on writing for the web.
The big thing to remember when writing for the web is that attention spans are much shorter online. People tend to scan paragraphs (often glancing at links) rather than reading the text. Users also find bullet points engaging and easy to scan.
When most people browse websites the chances of interruption (from colleagues, kids, the phone, email, IM, TV in the background) are high, and this reduces the amount of brain power available to them. Lower brain power means that in effect most people have a much reduced ‘reading age’. Typically that of a 12 year old.
So here’s some quick tips on writing better web copy:
- Short sentences
- Short paragraphs (3/4 lines)
- Use bulleted text where possible
- Try to avoid acronyms
- Hyperlink phrases in sentences (i.e. don’t use click here)
- Avoid the use of the passive voice (e.g. John opened the door is easier to understand than The door was opened by John
- Break up the text using descriptive headings (h2, h3 etc)
- Write for a lower reading age (around 12) as reading on the web is fraught with interruptions
- Give readers somewhere to go at the end of the document (links!)
Following my own advice, read more on Eyetracking and how to integrate Search Engine Optimisation and User Experience
About the author
Joe specialises in designing every aspect of the user experience from initial research to developing a robust, measurable online strategy to producing beautiful, easy to use wireframes and website information architectures. Email Joe, or call +44 (0)117 946 3930
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Interestinga and succinct article; practising what you preach….