People want their online information quickly, and they don’t want to jump hurdles to find it.
The Web may lend itself to informality and individuality, but factual errors, grammatical errors, misspellings, and other mistakes detract from the credibility of websites and, ultimately, brands. You can avoid these pitfalls by consistently applying the best practices of Web writing and editing.
Text that works best on the Web is text that gets to the point fast and that makes it easy for readers to pick out key information.
People scan the main sections of a page to determine what it’s about and whether they want to stay longer. They make decisions about the page in as little as three seconds. If they decide to stay, they pay the most attention to the content in the top part of the screen.