The document provides tips for writing content for the web that is easy to read and scan. It recommends using short paragraphs and sentences, familiar words, bullet points, and putting the most important information first. Visual elements like photos and varying font sizes are suggested to increase visual appeal and help readers scan the page easily. The overall goal is to write in a clear, simple, and scannable way so people spending little time on pages can easily find the information they need.

1. Content
Writing Rules
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2. Write for Lazy People (Make your Content easy to read)
Use short paragraphs – four sentences max
Use short sentences – twelve on average
Skip unnecessary words
Avoid jargon and gobbledygook
Avoid the passive tense
Avoid needless repetition of words
Address your web visitors directly — use the word “you”
Shorten your text

3. Write for Scanner (Web copy is scanned. Or glanced at.
Not read.)
People hardly reads complete web page
Use Bullet points
It becomes easy to scan for reader and reduceses wordiness.
Use Familier words
Like We click, we act, you ...

4. “Imagine you want to fly to Bangkok for a holiday and you’re
looking for a cheap flight. What will you search for: a cost-effective
flight, a low-fare, or a cheap flight to Bangkok? Nobody searches
for cost-effective flights. As Google’s Keyword Tool shows cheap
is what people are looking for: Keyword search results showing
cheap is far more popular than low fare and cost effective”

5. Put your most important information first
First, explain what you’re going to discuss. Then, present an
an overview of the literature. Next, discuss; and finally draw
draw your conclusion
Do not use more articulated language
Clever phrasing requires people to think. And asking people
people to think, doesn’t work on the web because web
visitors are hunting – they don’t have time to think. So keep
keep your text as simple as possible.

6. Make it easy for hunters to find you
Answer the questions potential customers are asking;
Discuss one key topic for each page;
Include links to relevant pages on your own website or to other
websites;
Use phrases and words your potential customers are looking
for.

7. Expect people to arrive anywhere on your website
If each web page can be an entry page what does that mean?
Each page should be easy to scan
Each page should clarify to people where they are; and what
what your site is about
Each page should have a call to action telling people where to
where to go next—to read another blog post, sign up for your
your email newsletter, check out a detailed product
description or testimonial, request a quote or add a product
product to a shopping cart

8. Try to Increase visual appeal of your web page
Replace text by photographs or videos;
Consider different font sizes – think about people scanning
scanning large text first;
Emphasize quotes of customers (or experts) to add
credibility;
Play around with highlights, bold text, CAPS, or italics;
Break a long headline into a headline with a sub headline;
Use H1 to H6 Headings
Be clear. Be specific. Be bold.

9. Blog
Writing
Techniques
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