Because that’s who we all are online. So, keep your focus sharp and your prose easy to consume. Use simple sentence structures in an active voice.
1. Start With the Most Important Thing
First paragraph, first sentence. Just say it. Get to the point and stay on it as long as you can. If you feel the need to expound, expand or add “interest,” do it later. Make your opening clear and to the point. You may not get another chance.
2. Make Your Headings Count
Make your headings count and use them in a logical order to pull readers into the content and help them get the information they seek. When we scan a page, we read headlines and subheads first, before any other content. Think of organizing your content like an outline with topics, subtopics and sub-subtopics.
Put specific, substantive language into your headlines and subheads. Instead of “Overview,” or even “Careers,” say “Accounting Careers.” This cues the reader to the topic. You can add more substance by summarizing your main point in the head or subhead: “Accounting Leads to Many Careers.”
This may boost SEO, and it certainly helps users.
3. Use Headings to Break Up Content
Sprinkling headings throughout the body of text prevents having a “wall of words.”
4. Break Your Copy Into Small Chunks
Web users don’t like to read long pages, yet we want to read more when we’re considering a complex decision, like education. Work around this paradox by presenting all content in small, digestible chunks—even, or especially, on the longer pages.
Helpful Tips
- One idea per paragraph with 40 to 50 words max per paragraph.
- Be concise.
- Bullet lists of three to seven items.
5. Incorporate Visual Components
Add callout boxes and other eye-catching components to help users easily see the next action. Visual cues, like our components, catch the eye like a raised voice catch your attention—one or two snag the attention, but more than that is just noise.
6. Improve Overall Readability
To improve overall readability, aim for at least 2 grade levels below your average user’s level. You can get readability and grade-level statistics in Microsoft Word. The goal should be a reading ease of around 70 and a 7th-8th grade level.
Avoid using acronyms, academic jargon or specialized terms. If you can’t it, translate into more common words.
