Web Copy Writing: Usage of Internet and Reading Between the Lines

May 6th, 2009 | Written by: lauren

Online Reading Tests Show F-Shaped Eye Tracking Patterns

Information is key. Reputable sources rule. Sentence fragments run amok.

Learn what makes internet reading so different.

Internet Users are fast and selective:

• Web users read approximately 20% of words on a page
• Users avg. 25 seconds spent per page
• Users tend to “read” pages in an F-shaped pattern
• High-Literacy users scan, picking out keywords and phrases for information
• Low-Literacy users tend to read word-for-word, but give up with large paragraphs

You can’t rely on traditional writing rules if you want to make it anywhere on the information highway, whether you want to start a blog, sell your product, or improve web site search engine ranking.

And the speed limit is intense. Internet users are consumers; consumers of information, masters of demand and scavengers of virtual content. They read fast, if you can consider it “reading;” They pick and choose the information that suits their needs. The internet is a lean forward environment, and if your page doesn’t meet a user’s needs, he or she will find one that does, (and likely re-visit it for similar information.)

There are simple ways to tailor your writing to accommodate the fast-pace of internet users.

Guidelines for Online Copywriting:

• Make headlines information rich- Utilize keywords, Be honest and direct
• State Main Ideas first, in headlines, subheads, and in each paragraph
• One main idea per paragraph
• Highlight keywords and phrases
• Inverted Pyramid style prevails over storytelling
• Don’t be afraid of fragments
• Just the Facts – give readers what they want
• Be linear and consistent – make info easy to find and easy to navigate

As writers in the online community, we want our words to be effective, right?

Adapting types of writing styles can help increase site usability, increase traffic to your website and increase site ratings. These simple adjustments can have a positive impact for your web presence.

In the case that you’re in the mood for some actual “reading,” I invite you to scan Writing for the Web articles by Jakob Nielsen on Alertbox. These articles are full of interesting facts on web page usage and reading styles, and won’t have you clicking the back button so quickly!

Tags: copy writing, copywriting, internet reading, Jakob Nielsen, reading online, reading patterns, search engine optimization, SEO, writing for the web

This entry was posted on Wednesday, May 6th, 2009 at 11:17 am and is filed under Blog, SEO. You can follow any responses to this entry through the RSS 2.0 feed.You can leave a response, or trackback from your own site.

« Comprehensive Search Requires Comprehensive Marketing | Online Video Content: Usage on Top Ranking Sites across the Globe »