Writing for the web is completely different than writing an essay or a paper.An essay might go like this: First, explain what you’re going to discuss. Then, present an overview of the literature. Next, discuss; and finally draw your conclusion. The most important point you make is in the conclusion – at the end of your essay!

On web pages you have to do the opposite: your most important points always come first.

Research suggests that only 16% of people read web pages word-for-word. Most people scan.

How can you write for scanners? A check list:

• Does your headline communicate what you’re about?
• Does your image caption communicate a sales message?
• Do your sub headlines summarize your key points?
• Do easy-to-scan bullet points reduce wordiness?

Your web visitor is hunting for information or products. Ensure he can understand your most important information by just glancing at your web page.

Nobody searches for cost-effective flights. As Google’s Keyword Tool shows cheap is what people are looking for.

Care words are the words people are looking for. We often like to make ourselves sound better than we are. We try to embellish what we do. Your web visitor is looking for familiar words – care words.

Just like the lazy panther looks for an easy catch for his dinner, your web visitor doesn’t want to make an effort to read your text.

Make your copy easy to read:

• Use short paragraphs – four sentences max;
• Use short sentences – twelve on average;
• Skip unnecessary words;
• Avoid jargon and gobbledygook;
• Avoid the passive tense;
• Avoid needless repetition;
• Address your web visitors directly. Use the word you;
• Shorten your text.

Most web visitors will not start reading at your home page. They may arrive on any of your web pages.

If each web page can be an entry page what does that mean?

• Each page should be easy to scan;
• Each page should clarify to people where they are; and what your site is about;
• Each page should have a call to action telling people where to go next – to read another blog post, sign up for your email newsletter, check out a detailed product description or testimonial, request a quote or add a product to a shopping cart.

How can you help them find you?

• Answer the questions potential customers are asking;
• Discuss one key topic for each page;
• Include links to relevant pages on your own website or to other websites;
• Use phrases and words your potential customers are looking for.

The visual appeal of your website impacts the readability of your text; and influences whether web visitors can quickly get what you’re about.

How to increase the visual appeal of your web copy:

• Replace text by photographs or videos;
• Consider different font sizes – think about people scanning large text first;
• Emphasize quotes of customers (or experts) to add credibility;
• Play around with   highlights, bold text, CAPS, or italics;
• Break a long headline into a headline with a sub headline;
• Change paragraphs into bullet points.