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Optimize for voice search

Ask questions, use long-tail search terms and more Hey Siri: Some 50% of searches are voice search these days, according to...
Channels / Web
<strong>Driven to distraction online </strong>Screen reading reduces comprehension, reading speed and more. <a href="https://www.shutterstock.com/image-photo/human-brain-gears-on-white-background-1229565490" target="_blank" rel="noopener noreferrer"><em>Image by GAS-photo</em></a>

How reading from screen vs. paper affects your brain

People find it difficult to concentrate online Most Americans spend at least 8.5 hours a day looking at a screen,...
Channels / Web
<strong>Too much fluff?</strong> Balance it with fact. <a href="https://www.shutterstock.com/image-photo/exclamation-mark-speech-bubble-isolated-on-1256358394" target="_blank" rel="noopener noreferrer"><em>Image by ChristianChan</em></a>

How to get the hyperbole out of your web page

Improve your fact-to-fluff ratio Readers are busy. Fluff takes space. Space takes time. So let’s cut the fluff and get on with...
Adjectives and adverbs / Channels / Readability / Web
<strong>Overwhelmed by choice</strong> From jars of jam to 401(k) plans, when you give readers too many choices, they often give up. <a href="https://www.shutterstock.com/es/image-photo/empty-paper-card-woman-hand-isolated-159796082" target="_blank" rel="noopener noreferrer"><em>Photo credit: Taigi</em></a>

Short-form digital content helps readers choose

Too many options paralyze people Here’s a famous story among persuasion researchers and Malcolm Gladwell fans: Overwhelmed by choice From...
Channels / Message length / Readability / Web
<strong>Tick tock</strong> Readers may be killing time checking out your content on their smartphones. That doesn’t mean they want you to kill their time.

Stop wasting web visitors’ time with puffery, hype

Web visitors ‘get visibly angry’ at verbose sites Here's an interesting dichotomy: Killing time is the killer app for mobile...
Adjectives and adverbs / Channels / Readability / Web
<strong>Ledes should lead</strong> However you spell it, the opening paragraph of your web content should lead readers into your piece. <a href="https://www.shutterstock.com/es/image-photo/fawn-french-bulldog-sitting-leather-leash-254078350" rel="noopener" target="_blank"><em>Image by Javier Brosch</em></a>

What lede (or lead) should you use for web content?

4 types of web leads to try — and 3 to avoid Lede or lead? Ledes should lead However you spell...
Channels / Web / Writing structure
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Frontload your web page headlines

Get to the point faster by putting the topic up top When it comes to web heads, focus on the...
Channels / Persuasive writing / Skim, scan, read / Web
<strong>Cut the fluff online</strong> Everybody loves a fluffy chick. Nobody loves a fluffy web page. Cut the hyperbole online. <a href="https://www.shutterstock.com/image-photo/five-vintage-tin-signs-on-white-1889480902" target="_blank" rel="noopener noreferrer"><em>Image by zerbor</em></a>

Why cut the marketing fluff from your web page?

Hype reduces reading, sharing — even sales When "king of usability" Jakob Neilsen cut the fluff from a web page...
Adjectives and adverbs / Channels / Readability / Web
<strong>Developing a voice for your messages?</strong> Define it, give it a name and use it. <em><a href="https://www.shutterstock.com/es/image-photo/quotation-bubble-chalk-board-please-leave-168616133" target="_blank" rel="noopener noreferrer">Image by Georgian Bay Boudoir</a></em>

How to develop tone of voice in writing

What writing style, word choices should you use? The hardest job I’ve ever done was writing and editing a microsite...
Channels / Web
<strong>Is your site a pain in the back? </strong>How can you overcome the obstacles of screen reading? <a href="https://www.shutterstock.com/image-photo/rear-view-young-man-holding-his-95679289" rel="noopener" target="_blank"><em>Image by Evgeny Atamanenko</em></a>

Reading online hurts your web visitors’ bodies

Screen reading causes insomnia, backache — even serious illness Yes, reading that blog post does make your butt look bigger....
Channels / Web
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