When writing for the web, try to create pages that are simple and do not contain excess verbiage.

Nielsen//NetRatings figures show the average time spent viewing a page is around 60 seconds.

Users scan the page, looking for hyperlinks to direct them.
They tend to pick out prominent words and phrases, rather than reading the page word for word.

You should aim to:

1. Write using an “inverted pyramid” style.
Start with the conclusion and the most important ideas at the top of the page.

2. Reduce the number of words.
Short, sharp pages are easier to read than long pages.

3. Use one idea per paragraph.
Ideas buried inside a paragraph are often missed.

4. Use bullet lists, bold text, and sub-headings to highlight key points.

5. Use meaningful hyperlink titles.
Hyperlink titles should be very obvious and tell users what's at the other end of the hyperlink.

6. Avoid clutter.
A crowded Web page creates visual noise.

The key is to realise that your visitors will lack the patience to read each line of a page, so pages should be designed to draw the reader’s eye to the most important information.

If you are wondering why these rules are important, just remember: the next website is only one click away! B&BD