Web writing has its own style. It’s direct, visual, and to the point. Here are a few simple tips to help you optimise your writing for the web.

• Keep your intro short! Few people will read long intro text. They glance through the article and try to find the main points in a few seconds.
• Start with the conclusion. People are impatient online – get to the point in the first paragraph and then expand on it.
• Write only one idea per paragraph. This makes it easy to scan the page for main points.
• Keep your paragraphs between 20 and 30 words. Use short sentences.
• Try using bulleted lists instead of paragraphs. Lists are easier to scan than paragraphs, especially if you keep them short.
• Give a call to action – tell your readers what to do.
• Use action words. Avoid the passive voice.
• Use simple language and avoid jargon wherever possible.
• Break up the text and organize content with headings so that it is easy to scan the page.
• Use bold text to highlight key points in a list.
• Keep your list items short. Studies have shown that people can only reliably remember seven to 10 items at a time.