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Write better web content. Understand how people (don't) read on the Web

1. Reading on the web is too much work! Reading from a computer screen tires the eyes. People read 25% more slowly on the web than they read print material. That's why, web content has to be 50% shorter than print.

2. Readers on the Web scan text According to a study by usability expert Jacob Nielson, 79% of readers on the Web tend to scan or skim text rather than read word for word. Highlighted text (bold or color, also hyperlinked text) and bulleted lists aid scannability.

3. Readers on the Web are impatient Readers on the Web are in a hurry to get the information they want, and move on. They don't have the patience for obscure and complex text.

They don't enjoy scrolling through masses of text either. Since there are millions of alternative websites in cyberspace, they will quickly move to another site if they don't enjoy the information gathering experience on your site.

To combat reader fatigue, make it easy for your Web users to get relevant information. Put the most important information at the top. Use clear and concise text.

4. Readers on the Web are skeptical Credibility is a major factor in retaining reader interest on the Web. Use objective language, write meaningful headlines and subheads and avoid marketing jargon or exaggerated claims to build credibility.

Cute or clever lines could mean that the reader takes longer to get to the main point. Hyperlinks to the sources of your information or to related information also add to credibility.