Studies of how users read on the Web found that they do not actually read: instead, they scan the text looking for key words and sentences.
Make it short
Use at least 50 per cent fewer words than if you were writing on paper.
Use the ‘inverted pyramid’ style, by placing the most important information at the top (like newspaper articles).
Is it necessary? Do not put content on the website ‘just because you can’. Ask yourself if the information is relevant and should be on the website at all.
Make it easy on the eye
Do not use large blocks of text. Instead, use bullet points, sub-headings and summary paragraphs where possible.
Make one point per paragraph and then expand on it for the rest of the paragraph. If your first sentence doesn’t grab a reader they are likely to skip the whole section.
Keep the writing simple
Avoid exaggeration and jargon. Long words lengthen sentences and bloat content. (See section on press releases).
Use objective language and a neutral tone. Very biased language (e.g "CRIN has been doing outstanding work to improve…") puts people off.
Highlight and hyperlink
Hyperlinks split up information on your website so pages are shorter.
They are often underlined and in a different colour, so stand out.
Search Engines use hyperlinks to categorise websites, so hyperlinked keywords help to rank your site too.
Use bold or different colours to highlight key words. Such words stand out and catch the eye on a page filled with text. Remember though that too many of these, or different fonts, might be confusing. They may also create problems for people with visual impairments.