1. People Scan — They Do Not Read
Research consistently shows that web visitors scan pages in an F-shaped pattern: they read the first line, a second line partway across, then scan vertically down the left edge. Most of your carefully written paragraphs are never fully read.
This is not a problem to fight — it is a constraint to design around. Structure your content so the scan itself delivers the key message.
2. Lead with the Most Important Information
Journalism uses the inverted pyramid: the most critical information comes first, details come later. Apply the same principle to web content.
- Do not build to your point — state it first, then explain.
- The first sentence of every paragraph should be able to stand alone as a summary of that paragraph.
- If a visitor reads only the first sentence of each section, they should still understand the page.
Bad ❌ (buries the point) "After exploring various options and considering the needs of our users, we ultimately decided to change the registration deadline to March 15." Good ✅ (leads with the point) "The registration deadline is now March 15. We extended it after student feedback showed more time was needed."
3. Use Headings as Signposts
Headings are the first thing a scanner reads. Write them so they are meaningful on their own — not clever or vague.
- Bad heading: "Introduction" — every page has one. It says nothing.
- Good heading: "How to Submit Your Assignment" — tells the reader exactly what they will find.
- Every major section should have an H2. Sub-points within a section get H3.
- Do not use bold text as a substitute for a proper heading — headings are read by screen readers and search engines; bold text is not.
4. Keep Paragraphs Short
A wall of text on a webpage is intimidating. Visitors will often skip it entirely.
- Keep paragraphs to 3–5 sentences maximum. One idea per paragraph.
- When you have more than three related items, convert them to a bulleted list instead of a paragraph.
- Short paragraphs create visual whitespace, which makes the page feel easier to read before anyone reads a word.
5. Write Meaningful Link Text
Link text is one of the most misused elements on the web. Screen reader users often navigate a page by jumping between links — so every link must make sense out of context.
| Bad Link Text ❌ | Better Link Text ✅ |
|---|---|
| Click here | Download the assignment rubric (PDF) |
| Read more | Read the full naming guide |
| https://usm.edu/... | USM Library homepage |
6. Use Plain Language
Web writing should be direct and clear, regardless of the topic's complexity.
- Write at a reading level your audience can access quickly — aim for 8th grade level for general audiences.
- Use active voice: "Submit your file by Friday" not "Files should be submitted by Friday."
- Cut unnecessary words: "in order to" → "to"; "at this point in time" → "now."
- Avoid jargon unless your audience uses it fluently — and always define terms the first time you use them.