Web writing: Craft copy that clicks

Overcome the obstacles to reading on the screen

Web writing: Craft copy that clicks

Reach readers online Screen reading hurts visitors’ eyes, back and brain — and, possibly, teeth. Here’s how to overcome the obstacles to getting the word out on the web. Image by JESHOOTS.COM

Web writing problems

Screen reading

Screen reading

Overcome the obstacles

Ouch! Reading online hurts. No wonder people avoid it! Learn how to overcome the obstacles of reading on the screen.


Does not compute

Does not compute

16% of adults are technologically illiterate

Just 8% of adults around the world can manage conflicting requests to reserve a meeting room using a reservation system, then email people to let them know whether they got the room they requested.


How to write for the web

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.


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.


One Smart site

One Smart site

PetSmartCharities.org reaches readers online

Save our site! PetSmartCharities.org’s reboot makes it a poster puppy for reaching readers online.


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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