Most of this was copied and paraphrased from a talk by Robert E. Johnson, Senior V.P. and Director of Strategy for Creative Communication Associates. I've condensed and edited them, and there may be some of Jakob Nielsen's influence in the final product.
-Hilary Mark Nelson

Web readers are impatient
They scan first, and won't stay to read unless you grab their attention immediately.

Write like a newspaper
The first paragraph should deliver the conclusion and catch the eye; the middle supports the conclusion, and full details are at the end.

Be direct, emotional, and personal
"You" and "I" are strong in the right context.

Short paragraphs
They're easier to scan—aim for 50 words or less; single sentences can stand alone.

Short sentences
Help keep paragraphs short; sentence fragments are OK. ("Really!" or "For variety!")

Short Anglo-Saxon words
"Walk," not "ambulate."

Sub-heads
Use sub-heads more frequently than in print to help readers scan, choosing action words that motivate, not just labels. ("Reduce the cost of your education," not "Financial aid")

Bullet points for simple lists
Grocery lists are easier to scan as bullet points than when everything's lumped into comma-delimited paragraphs.

Paragraphs for in-depth explanation
You shouldn't try to condense a complicated argument into a list of bullet points. To create a persuasive web page, think essay, not PowerPoint. Help the reader understand the relationship and progression of your ideas—don't just plop down a series of cryptic declarations and expect your audience to fill in the blanks.

Prompt readers to act
"Please call us to schedule a visit," not "Visits can be schedule by calling our office."

Informative link text
"Please send us your comments," not "A comment form is available here."

Avoid underlined text
Readers will expect a link.

Author:
Hilary Mark Nelson
hmnelson@purdue.edu