Online audiences read differently, if they read at all. Scanning is the predominant behavior. With this in mind, the following list of tips will help you give your audience what they need online and improve your time-on-site, page views and click-throughs.
Consider the Context – Your audience is active; remember, they found you.
Two important drivers motivate a user’s behavior when they reach your site:
1) Users are looking to accomplish a task, not just read information
2) If they can’t accomplish their task on your site, there’s a whole Internet waiting and they’ll be gone
Set the Hook − Use the “F” scanning pattern of your audience
Don’t Play Around – Your audience is impatient, so get to the point
Call Them to Action! – Every tidbit of info should lead to an actionable next step
The Basics – Start simple and stay simple
Editor’s Note: There’s a lot more to consider in the world of Web writing, including page and content type (e.g,. landing page, press release, blog, videos/images), site depth and search engine optimization.