Did you know that the average user spends less than 15 seconds on a webpage before deciding whether to stay or leave?

After that, users only read about 20 per cent of your content per page as they scan text for keywords. 

 Text isn't read on a webpage, it's scanned. This is for several reasons:

  •  We know what we are looking for, and scan pages to seek out this information as quickly as possible.
  • We are distracted by notifications, ads, pop-ups, videos and audio while browsing.
  • We find the content boring, unappealing or not presented in a way that makes us want to stick around. 

 

So how do you make people stay?

It's simple: get to the point and keep it short.

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Write using plain English

Avoid jargon, complex words, abbreviations and unexplained acronyms.

Ensuring your content is clear is important for all users and it's also important from an accessibility perspective.

People with dyslexia, for example, may have trouble understanding content that isn't clearly written.

If you are unsure whether your text is as clear as it can be, try using the Hemmingway App which is designed to improve the readability of your writing and use the app to aim to achieve Grade 8 readability or lower.

Break up large chunks of text

Use one sentence per paragraph and avoid big chunks of text. If you're dealing with large volumes of text, try using images to break it up.

You can also make use of lists to break up dense paragraphs. Use lists to:

  • Present key terms and concepts
  • Organise information into meaningful chunks
  • Convey sequencing necessary for processes and procedures
  • Create links to more information
  • Help scanning

Active voice

Use active voice: Instead of passive voice, use active voice to make your sentences more concise. For example, change "The ball was thrown by John" to "John threw the ball."

Remove unnecessary words

Remove words that don't add meaning to your sentence. For example, change "In my opinion, I think that..." to simply "I believe..."

Choose simpler synonyms

Replace complex or formal words with simpler alternatives. For example, use "buy" instead of "purchase," "start" instead of "commence," and "use" instead of "utilize."

 Word count guidelines

  • Headings: Eight words
  • Sentence: 15 - 20 words 
  • Webpage: 200-600 words