Web-writing techniques: Make it fast & fluff-free

8 ways to reach readers online

Web writing techniques

Get the word out on the web Overcome the obstacles of screen reading to reach readers online. Image by Javier Molina

Web writing techniques

Get to the point faster: Above the fold

Get to the point faster: Above the fold

Put the hot stuff up top

Zoom zoom! Visitors view most webpages for 10 seconds or less. Want to reach readers online? Get to the point faster.


Chunk web copy up: More, shorter pages

Chunk web copy up: More, shorter pages

Think Post-It notes, not toilet paper

Break it up: More shorter pages help web visitors find, read and understand information online.


Tight web copy: Shorter's better

Tight web copy: Shorter’s better

Visitors process only 20% of the words on a webpage

Going down: Web visitors process only about 20% of the words on a page. But add more words, and that percentage goes down. Online, shorter’s better.


Scannable web copy: Lift ideas off the screen

Scannable web copy: Lift ideas off the screen

Put your message where their eyes are

Reach readers online: Web visitors process 20% of the words on a page. Which words? The microcontent, or online display copy.


Fluff-free web copy: Get the hype out

Fluff-free web copy: Get the hype out

Increase fact; cut fluff

Cut the lard: Web visitors are looking for specific facts more than 95% of the time. So stop burying data points under a layer of fat.


Mobile web writing: Make mine to go

Mobile web writing: Make mine to go

Are you ready for the small screen?

Make mine to go More than half of your audience members are receiving your emails, visiting your webpages and engaging with your social media channels via their mobile devices, not their laptops. But it’s not each to reach readers on their smartphones.


Links & other microcontent

Links & other microcontent

Best practices for writing headlines & more

Beyond ‘click here’: How to write links, headlines and other pieces of online display copy that get the word out on the web.


More on web writing

Quotes on web writing

Quotes on web writing

What writers & others say

“We’ve all heard that a million monkeys banging on a million typewriters will eventually reproduce the entire works of Shakespeare. Now, thanks to the Internet, we know this is not true.” — Anonymous



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