Use
plenty of headlines to guide readers.
Headlines within the text serve
as separator to stop your readers eye, and help them preview sections they
are about to read.
Use
3 - 5 sentences per paragraph.
Long paragraphs give visitors the impression of a long tedious task to find information that is valuable. Short paragraphs allow users to quickly
jump from one block of text to the next, assisting their eyes in the
exploration of something interesting.
Use short sentences.
Short sentences are easier to read. But it is important to vary between short and long sentences to give your writing rhythm.
Use bullet points to allow scanning.
-
Put
your most important benefits and features in bullet format.
-
Bullet points
are easy to scan.
-
Bullet points stop the eye.
Use numerals not text written numbers.
- Write numbers with digits, not letters (6 - not six).
- Use numerals even when the number is the first word in a
sentence or bullet point.
- Use numerals for big numbers up to one billion:
- 2,000,000 is better than two million.
- 2 trillion is better than 2,000,000,000,000 because most
people can't interpret that many zeros.
Use consistent vocabulary.
You must be consistent in
the terms and phrases you use when talking about particular products,
services, tools and feature on your site.
- Do you have members or subscribers?
- Do you ask people to buy, buy now, purchase, show now or add to cart?
- Do you ask people to sign up or subscribe?
Keep your voice personal and active.
Write in your natural
voice, in an informal personal way. Informal, or conversational writing is better than formal writing allows visitors to read fast.
Make sure you talk to the reader using words such as "you" and "we".
Use positive inspiring language on what the reader ‘can’ achieve and
‘will’ be able to do.
Repeat key phrases.
Repetition establishes structure and rhythm. It pulls
the reader into the flow of your writing.
Follow conventional guidelines.
Conventional guidelines include carefully organizing your information,
using words and categories that make sense to the audience, using topic
sentences, limiting each paragraph to one main idea, and providing the
right amount of information.
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