They don't.

People rarely read web pages word by word; instead, they scan the page, picking out individual words and sentences. In a recent study conducted in the United States, it was found that 79 percent of test users always scanned any new page they came across; only 16 percent read word-by-word.

As a result, web pages should employ scannable text, using:

• Highlighted keywords (hypertext links serve as one form of highlighting; typeface variations and color are others)
• Meaningful sub-headings (not "clever" ones)
• Bulleted lists
• One idea per paragraph (users will skip over any additional ideas if they are not caught by the first few words in the paragraph)
• The inverted pyramid style, starting with the conclusion
• Half the word count (or less) than conventional writing

Credibility is important for web users, since it is unclear who is behind information on the web and whether a page can be trusted. Credibility can be increased by high-quality graphics, good writing, and use of outbound hypertext links.

Web site visitors detest "marketese"; the promotional writing style with boastful subjective claims ("hottest ever") that currently is prevalent on the web. Web users are busy: they want to get the straight facts. Also, credibility suffers when users clearly see that the site exaggerates. Cut the chase and get to the point!

Writing for the web is very different from writing for print. Just remember the following 3 important facts and you will not go wrong. Trust Me!

1. 79% of users scan the page instead of reading word-for-word
2. Reading from computer screens is 25% slower than from paper
3. Web content should have 50% of the word count of its paper equivalent

Recommended resources:

Web sites

• GoodDocuments.com
• Contentious.com

Books

• Content Critical, by Gerry McGovern and Rob Norton
• Writing for the Web, by Crawford Kilian