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Tech Web Copy: Easy Does It

April 23, 2010  

Reading on the Web is difficult. Computer monitors have low screen resolution, and their projected light quickly makes our eyes tired. At most, your prospects read 28% of the words on your Web page, writes Bill English in a post on The Marketing Technology Blog. So you need to make every word count. "Cut your copy in half," English suggests, "and then cut it in half again." Your readers will love you.

Below, some tips to improve the readability of your website:

Use clear, direct and conversational language. Avoid the exaggerated, boastful text you see in bad advertisements (e.g., "Hot New Product!"). Instead, provide useful, specific information.

  • Keep paragraphs short, and limit yourself to one idea per paragraph.
  • Use bullet lists, especially when describing product or solution features.
  • Use the inverted-pyramid style of writing, placing your most important information at the top.

Organize your content in clear sections. Sub-headers help your reader divide pages into manageable sections and quickly determine what each section is about. Limit the main body of your Web page to three styles: page title, sub-header and body copy. Make the contrast between the styles clear.

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