People rarely read webpages word by word. In fact, 79% scan webpages, picking out individual words and sentences. When writing for the web, use the following to help people scan your webpages for the information they want:
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Keep sentences short and simple. As a rule, semicolons don't belong on websites.
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Include only one idea per paragraph. Keep paragraphs to three sentences.
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Use subheadings, and make sure they're clear and relevant. Subheadings give readers a quick overview of what's on the page.
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Highlight keywords (hypertext links serve as one form of highlighting; typeface variations and color are others).
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Bullet-point parallel words, phrases or clauses—especially information that's important. Bullet points not only cut down on words and organize content but also stand out from surrounding text.
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Put important information at the beginning of sentences and important sentences at the beginning of paragraphs.
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Use transition words whenever possible, such as "but," "so," "and," "also," and "because."
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Choose shorter words whenever possible, for example, "lie" for "prevaricate" or "recline."
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Avoid circumlocutions (e.g., "at a later time" for "later").
- Whenever possible, use the active voice (e.g., "John threw the ball." instead of "The ball was thrown by John.").
Best practices for writing for the web:
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If you are using print materials for the Web and do not intend to re-write them for the Web using the best practices above then convert the print material to a PDF that people can download to print and read offline. Otherwise, chunk the content from the print into small bits instead of simply copying and pasting it to a webpage.
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Make use of “teasers” or lead sentences that convey the essence of the content then provide a “more” link for people to read on if they’re interested.
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Select high-quality images to accompany text on a webpage, and allow “white space” on the page to help the reader’s eye track to the content more easily.
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Remember the “F” pattern of eye-tracking (across the top, down the left side and into the middle of the page), and place your most important information in these areas.
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Limit your page lengths to three letter-sized pages with the most important information “above the fold” or within the viewable area of the page when it opens in the browser.
- Do not write website content that must be scrolled “beyond the crease” or the right side of the viewable area when the page opens in the browser.