Since web content should ideally be about 50% of the length of the printed word it is imperative that web writers learn to ruthlessly cut any extraneous copy from their web content. Most writers learned to write using a particular “formula” which included an introductory or lead-in paragraph. Web readers tend to completely skip the intro paragraph, skimming the page for more actionable content including features of a specific product, a bulleted list, or hypertext links. This means that should you use an introductory paragraph in your web content it must be short, snappy and get directly to the point by quickly explaining the purpose of the rest of the page. In other words, an introductory paragraph on a web page is never the place to add filler or platitudes.
Why Write an Intro at All?
Despite the fact that web readers tend to skip introductory paragraphs, they nonetheless have a valid role when writing compelling web content. Intro text can give the web reader a quick answer to the question of: “What’s this page all about?” It can also offer a context for the content which follows, but must set the stage quickly and in a no-nonsense fashion. Let your web reader know exactly what they will gain by reading the remainder of the page and do so compellingly or your web reader will be gone in the click of a finger. Even if your web reader initially skips the introductory paragraph, if it does not look long or intimidating, they may return later to gain a bit more insight into the subject. Make sure your introductory paragraph answers “what” the reader will find on the page and “why” they should care, and you will have a successful web intro.
Get to the Point and Solve the Problem
The primary reason a web reader is reading a particular site is to get specific information. The web reader wants their problem or issue solved as quickly as possible so they can leave the site and get on with their life. Most web readers are either looking to purchase a specific item, or have a question or concern they want answered immediately. The dog has swallowed a popsicle stick—what should I do? What type of resume’ grabs an employer’s attention? What will the weather be like tomorrow? What entertainment is available in Austin, Texas? These and hundreds of thousands of other questions need answering, and those answers must come in the most expeditious manner possible.
What Makes a Good Web Page?
Good web writing sticks to the facts, is simple to read and understand, and offers the web reader relevant information. Short sentences and relatively simple words are critical since the average reading level for American web readers is between sixth and eighth grade. Don’t use more than one idea per paragraph, and do your best to summarize the paragraph in the first sentence. Keep paragraphs around 5-7 lines long—once you think you are done, re-read and omit all the unnecessary words. Meaningful and informative sub-headings help the reader scan as they separate groups of information. Bulleted lists are great for offering specific facts in a concise form, but don’t overdo.
Keeping Your Web Reader’s Attention
Never assume your reader has read the preceding pages such as a print reader would do. Web users can enter a page from a variety of points therefore each block of text must stand on its own. Remember, if you are unable to hold your reader’s attention from paragraph to paragraph, other tempting distractions are simply a click away. Placing a compelling image on your page may coax some readers to stay and read however you must ensure the image doesn’t completely distract from the text. Asking questions is a good way to keep your web reader’s attention focused, especially if that question is germane to their own life and the answer could make their life easier or better in some way. Humans are curious animals, and when a question is asked we want to know the answer. It is imperative that you use concise details and snappy narrative if you want your reader to read your page from start to finish, so do away with the fluff and alter your concept of the “proper” way to write good copy.
