Web page content editing. Editing or rewriting web page content

How do users read on the internet?

They do not.

People skim the page, selecting single words and sentences. Except for a rare few who may actually read the text, most won't.  Reading is uncommon, particularly when prospective clients or buyers are just rolling up a list of suppliers to consider.

In researching how people read websites, it was found that almost 80 percent of  test users only glanced over any new page they happened upon.  Only about 16 percent really read the text. Four percent were in-between the two major groups.

 A newer analysis discovered that users read email newsletters even more cursorily  than they read websites.

So how should web page content be presented or edited? 

1. The first two paragraphs must express the most significant information. There's some hope that users will really read all the text, though most likely they'll only get as far as the first paragraph.
   
2. Subheadings, paragraphs, and bullet points should start with information-rich words. The first two words are much more frequently registered than the third.

As a consequence, web pages have to offer scannable text, using: 

• highlighted keywords (hypertext links, typeface variations and color. 

• meaningful sub-headings (not "canny" ones) 

• bulleted lists 

• one thought per paragraph (users will skip any supplemental ideas if they are not grabbed by  the first few words. 

• the inverted benefit style, beginning with the closing 

• One-half the word count (or less) than conventional composition

Believability is crucial for internet users, because it is unclear whether the contents can be relied on  and who is behind the information presented. Content can be made more credible by using high quality graphics and including relevant hypertext links. Link-ups to other web sites indicate that the writers have done their prep and are not afraid to let readers visit  or cross-check additional sites.

Users also scorned "marketese"; the promotional writing style with braggy unverifiable claims.   

Note: The brief introduction above applies to all web page content styles. 

There are four basic styles for presenting web page content:

1. Academic:

Academic writing in English has one key point or theme. It is in the standard written form of the language. Every part advances the main line of reasoning, without asides or repetitions. Academic writing 'informs'; it does not entertain. There are seven main features of academic writing that are often discussed: 

1. Formality

 

Academic writing is formal. It is in essay form and should not include colloquial words and conversational expressions.

 

2. Objectivity

 

Written language has fewer words that refer to the writer or the reader. It is objective rather than personal. It underscores information rather than opinions or personal views.

 

3. Complexity

 

Written language is comparatively more multiplex than spoken language. It has lengthier words, is more heavy and uses a much wider vocabulary. It is shorter ans uses more noun-based phrases than verb-based phrases. The language has more grammatical intricacy, and includes more passives and subordinate clauses. Perfect academic writing is usually dull and uninspiring.

 

4.  Accuracy

 

Academic writing uses vocabulary accurately, and takes into account the narrow differences in meanings.

 

5. Precision

 

Academic writing is precise. It avoids generalized statements or subjective information. Facts and figures have to be exact.

 

6. Explicitness

 

Academic writing is explicit. It makes it clear to the reader how the various parts of the text are related.

 

7. Obligation

 

Evidence and justification must be offered for any claims made.

2. Informal

An informal writing style is often more lineal than a formal style and may use more contractions, abbreviations, short sentences, and ellipses. It is a loosened up and unliterary way of writing standard English, and is the style observed in some business correspondence, most personal e-mails, in books of general interest, and mass-circulation magazines.

The tone is more personal than in a formal writing style. Contractions and  elliptical constructions are common. However it does need to conform to the grammatical rules of written English.

3. White Paper

As a marketing tool,  a white paper is a guide that focuses on highlighting the problem and offering the solution to solve it. White papers are used to inform and help people make decisions.

A White Paper presentation will usually comprise of:

   1. The Problem - It will state what the primary problem or opportunity is (an obstacle, or an opportunity to significantly maximize sales or productivity for example). This introduction should aim to quickly grab the reader's attention.

   2. Proof the Problem Exists - It will include statistics and research that verify your claim that a problem exists for the reader.

   3. Additional Problems - Sometimes the solution to the initial problem is enough to get the reader's attention, but not enough by itself to spur them to action. Any additional benefits that the solution will provide are presented.

   4. The Primary Solution - This is still a part of the white paper's instructive feature. The basic solution that the reader should look at is outlined - (for example, if you were trying to vend software, an argument for your type of product, not your company, is included, together with the benefits of the solution.  

The focus is always on benefits, not product features. 

   5. Your Solution - They are told why they should buy from you specifically. This to limited to a single page to spotlight specific benefits and any information that will place your product ahead of the competition. Conclude this with a dlear and definite call to action. The last is mandatory. Direct them to your order page, or have them call an agent to answer their questions, etc.

4. Conversational

A conversational style article calls for skill to interact with the reader in an informal manner, without cloaking credibility or professionalism. Conversational style writing attracts the reader by directly addressing them , uses questions to direct subtopics, employs simple yet suitable words, and projects a natural tone. A conversational style: 

1. Addresses the Reader Directly. It uses "you" rather than "they" or "them." The words used are aimed at the reader, so that the information presented applies directly to them. "You can save more time by using our the right accounting system for your business"  is more effective than writing, "Numerous people save money by..." 

 

2: Uses questions.  A great way to hold their attention is by addressing  the subject broadly,  then anticipating a question that a reader may be toying with. Text that is headed by questions help the reader to sort the information offered. It also indicates you understand their thinking process. For example,  "Are you wondering how to find out if an anti-virus program is reliable?"  will be followed by telling the reader 'how-to.' 

 

3: Avoids using slang and wrong grammar. This has a negative impact on credibility, and poor grammar is much more obvious in writing than in conversation.

 

 

4: Uses simple words. Avoids  making the reader feel inadequate or unintelligent.

 

 

5: Uses a logical thought progression. Unlike in face-to-face conversation, where sentences or even topics do not follow a logical sequence, written conversational style should not wonder off in a tangent. Irrelevant words or sentences should be cut out, but without creating a formal and cold tone.

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