How people read online

People rarely read a web page word by word. They scan: they look at the headline, jump to headings, read the first lines of paragraphs and stop when they find what they need. Good online writing is built for scanning.

Write for scanners

• Clear headline: says exactly what the reader gets ("7 ways to keep leather shoes like new").
• Headings every few paragraphs: a reader should understand the page just by reading the headings.
• Short paragraphs: usually one to three sentences. Long blocks look hard, especially on phones.
• Lists: steps, features and tips are easier to read as bullet points or numbered lists.
• Bold for key ideas, used sparingly.
• Most important point first: in the page, in each section and in each paragraph.

Most readers are on phones

A paragraph of four lines on a laptop becomes ten lines on a phone. Check your writing on a phone screen before delivering. If it looks like a wall of text, break it up.

Plain words win

Write the way a helpful expert talks:

• "use" instead of "utilise"
• "help" instead of "facilitate"
• "start" instead of "commence"
• "because" instead of "due to the fact that"

Plain English is not childish. It respects the reader's time, and it is easier to understand for the many readers whose first language is not English.

Before and after

Before: "It is of utmost importance that individuals who are desirous of maintaining the condition of their leather footwear undertake regular cleaning procedures."

After: "Clean your leather shoes once a week. It keeps them looking new for years."

The second version is shorter, clearer and more useful. That is the style clients want.

The "so what?" test

After every paragraph, ask: so what does this mean for the reader? If a sentence does not help the reader understand, decide or act, cut it or rewrite it.

Practice task (15 min)

1. Rewrite this sentence in plain English: "It is of utmost importance that customers who are desirous of a refund commence the process within a period of seven days."
2. Take any long paragraph you have written (or find one online) and rewrite it as a short paragraph plus a bullet list.
3. Read both versions on your phone and notice the difference.