Most web readers scan content quickly and don't read entire pages. They browse for links and don't spend much time on a single site. To write effectively for the web, content should get straight to the point with short and scannable text using clear headings, lists, and hyperlinks. Web writing aims to keep readers engaged by making content easy and fast to read online.

1. How to Write for the Web

2. People consume content online very
differently than they do in print.
Most web readers:
• scan the page;
• don’t read every word;
• browse for links;
• don’t go below the fold;

3. People consume content online very
differently than they do in print.
Most web readers:
• read in an F-pattern;
• scan the first few words;
• click around a lot;
• leave a site quickly.

4. Why is reading on the Web different?

5. Why is reading on the Web different?

6. How do we adjust?

7. Get to the point.

8. Shorten the copy.

9. Title articles transparently,
using key terms.
• make a list of keywords;
• build keywords into content;
• be clear and descriptive;
• keep it under 4-5 words.

10. Write a subtitle that
contains all essential info.

11. Use headings and subheadings.
• be concise, descriptive,
lively, and inviting;
• write in plain language;
• avoid cute or clever headings;
• avoid teasers.

12. Use short paragraphs.

13. Use plain language.
X
Utilize
Use

14. Use scannable text.
• clear headlines/subheads;
• shorter paragraphs;
• variety in the text;
• highlighting and emphasis.

15. Use bulleted/numbered lists.

16. Use hyperlinks.
• to streamline your article;
• to keep people moving;
• instead of references or
footnotes.
X Click here bioread J.R.R. Tolkien’s bio.
Tolkien’s to is fascinating to read.

17. How to Write for the Web