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F is for fast when it comes to writing for the web

November 23, 2015  

As the old adage goes, if a tree falls in the forest, does it make a sound?


The same can be said for your web content. The best copywriting on the web is meaningless if no one reads it.


Studies on how quickly people read–or don’t read–content on the web vary these days from 17 miliseconds to a few seconds (hours really in the online world). But one thing we know for sure, is you need to impress quickly or your potential readers will be gone.


Let’s talk (briefly) about the importance of the KISS principle when it comes to web content.


Tips for getting people to read your web content


F-Shaped Writing: Jakob Nielsen, Ph.D., known as guru of web usability tell us that F is for fast. “That’s how users read your precious content,” says Nielsen in his well-recognized study on eyetracking and reading on the web.


“In a few seconds, their eyes move at amazing speeds across your website’s words in a pattern that’s very different from what you learned in school.”



Headlines, lists & short sentences

What does this mean when it comes to writing for the web? In short:











Key takeaway:

Always think “F” when writing your web content. Make it clear and simple with the most information at the top of the site, using headings, bulleted lists and finishing with one call-to-action.


Need help with writing (or re-writing) your web content?


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