“People rarely read web pages word by word; instead they scan the page, picking out individual words and sentences.” Jakob Nielsen
- Be concise – cut the waffle! Give your visitors the facts they want to know. Be ruthless. Less is more!
- Make your text scannable – use headings and bulleted lists to break up your text and make it easy to scan, so people can easily find what they are looking for. Keep your sentences short too, so there is lots of white space to make your website easy on the eye.
- Use objective language – website visitors want facts, not marketing fluff and hyperbole. Include statistics and reference authoritative sources to give your website credibiity.