Write briefly
We tend to write more than people want to read.
Studies have repeatedly found that Internet users skim text, so keep yours brief. Except for detailed articles, keep paragraphs to 3 sentences or less, and pages under 300 words.
Write simply
We tend to write more fancily than people want to read.
One extensive study found that 43% of web users struggle with text above a 6th grade level. So unless writing for a high-literacy audience, write at a 6th grade level or below.
If writing is simple and direct, even a high-literacy audience may find it easier to read, and is more likely to read to the end. We’re all busy people.
Most word processors provide a way to check your text’s reading level. You can also use online readability score sites like Readability Score.
Link clearly
When your link text says something like “click here”, you’re telling visitors and search engines that the link will take them to… click here?
Good links can help everyone, especially visually impaired visitors who use a screen reader for browsing. They can also help your search engine ranking.
Make links meaningful without context.
- Bad: “Click here to see our support document.”
- Good: “Our support document gives advice on how to get help.”
- Good: “Our support document gives advice on how to get help.”
Omit words that don’t describe the link’s destination.
- Bad: “For our current Board membership, please see our Board member listing.”
- Good: “For our current Board membership, please see our Board member listing.”
Don’t underline text for emphasis
To help make your links clear, avoid manually underlining text. Since it’s so common for links to be underlined, underlining that that isn’t a link creates confusion.
Start lists with oomph
Research has shown that users typically see only the first two words of most list items, a little more if the words are short. Start your items with the words you most want people to see.