There’s no guarantee that anyone will actually read your writing online. You have to compel them to do that. And one way to do so is to create writing that’s effortless to consume.
On the internet, the majority of people are skimming. According to research performed by Jakob Nielsen, of the Nielsen Norman Group, only 16% of people online read word-by-word.
• Be concise: say everything you need to say in as few words as possible.
• Write for scanners: most people scan anyway, so why not make it easy for them?
• Use objective language: online, readers trust facts, not hype.
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