Writing Website Copy People Actually Read

People scan before they read

In Nielsen Norman Group (NN/g) research on how users read on the web, 79 percent of test users "always scanned any new page they came across", and only 16 percent read word by word. NN/g's advice from that study is to write scannable text: highlighted keywords, meaningful subheadings "(not 'clever' ones)", bulleted lists, one idea per paragraph, and the conclusion first.

NN/g's eye-tracking work also found the F-shaped pattern: people read the first lines fairly fully, then less and less of each line as they move down the page. Motivated readers sometimes read everything, but NN/g adds: "Don't count on this to happen frequently, though. Assume that most users will be scanning."

The GOV.UK writing guidelines reach the same conclusion. Their page on creating a clear structure says most people "only read 20 to 28% of text on a webpage", and may be "stressed or under pressure and want to find an answer quickly".

Put the point first

If people only read the start, the start has to carry the message. GOV.UK calls this frontloading: "Put the most important information first", then "taper down to smaller and smaller details", an approach also known as the inverted pyramid. NN/g's advice for countering the F-pattern is to "include the most important points in the first two paragraphs on the page".

For a service page, the first two paragraphs should answer what the visitor came to find out: what you do, who it is for, and where you work. Company history can come later, if at all. Each section and paragraph should also lead with the sentence that matters.

Headings that work on their own

Meaningful subheadings are on NN/g's list for scannable text. GOV.UK says headings should be:

• Descriptive: avoid generic headings like "Introduction".
• Frontloaded: the most important words first.
• Active: where possible start with a verb, for example "Apply for a driving licence" rather than "You can apply for a driving licence".
• Removable: the content should still make sense without them.

NN/g puts the frontloading rule in numbers. Start headings "with the words carrying most information: if users see only the first 2 words, they should still get the gist of the following section." In its study of the first 11 characters of links and headlines, the best ones used plain language and specific terms and front-loaded "user- and action-oriented terms". NN/g's tips for writing headlines add that a headline must work out of context, because it often appears on its own in search results, menus and social posts.

Use real heading tags in order (one H1 for the page title, then H2s and H3s) rather than text that is only made bold or large. A correct heading structure is also part of accessibility; see our website accessibility guide.

Plain words and short sentences

Plain English is "mandatory for all of GOV.UK", and the reason applies to any business site. GOV.UK's page on using clear language cites research showing that people with higher literacy prefer plain English too, "because it allows them to understand the information as quickly as possible". Its practical rules:

• Use short, everyday words: "buy" instead of "purchase", "help" instead of "assist", "about" instead of "approximately".
• Avoid buzzwords and jargon; replace them with what you actually do.
• Use the words your readers use. Search terms show which ones they type.
• When you need a specialist term, explain it the first time you use it.

The US government's plain language guide on writing for understanding adds three habits. Use the active voice, because it "makes it clear who should do what": "We send you a report every month", not "A report is sent monthly". Prefer the present tense. And uncover "hidden verbs": write "we analyze data", not "we conduct an analysis of the data".

Concise and factual beats promotional

In an NN/g study of five writing styles, a sample site scored 58% higher in measured usability when written concisely, 47% higher when the text was scannable, and 27% higher when it used an objective style "instead of the promotional style" of the original. Combining all three gave 124% higher measured usability.

Promotional copy is full of claims a reader has to discount: "world-class", "cutting-edge", "unrivalled". GOV.UK's tone guidance warns that adjectives "can be subjective and make the text sound more emotive and like spin". Replace them with facts the reader can check: what is included, how long it takes, which areas you cover, what happens after they get in touch. Google gives similar advice from a search point of view; see our guide to helpful content for business websites.

GOV.UK also advises addressing the reader as "you", "as if you were talking to them one-to-one".

Link text that says where it goes

Links stand out on the page, so people scan them too. The W3C's accessibility standard, WCAG 2.2, includes success criterion 2.4.4, Link Purpose (In Context): "The purpose of each link can be determined from the link text alone or from the link text together with its programmatically determined link context". The W3C explains that screen readers can list all the links on a page, so "link text that is as meaningful as possible" helps people choose.

GOV.UK's guidance on writing effective links turns this into rules:

• Make link text descriptive and avoid generic text like "click here" or "more".
• Frontload it with the relevant words.
• Do not use the same link text for links to different pages.
• Say when a link goes to another website, and give the file format and size when it opens a document, for example "Price list (PDF, 200KB)".

Calls to action

A call to action is a link or button that starts a task: book a call, request a quote, send an enquiry. GOV.UK's rule for task links fits well: "start your link with a verb", as in "Send a tax return". "Book a call" or "Request a quote" tells people what will happen; "Submit" or "Learn more" does not.

Give each page one main action and make it easy to find, near the top and again after the content that answers people's doubts. Say what happens next, such as who replies and how. If the action is a form, keep it short; our guide to landing page basics covers forms people finish.

Test your copy with real readers

You know your business too well to judge whether a page is clear. Digital.gov's guide to testing for understanding recommends starting "as soon as you have enough material to test", and to "plan to test at least twice". For short pages it suggests paraphrase testing: ask someone outside the business to read the page and tell you in their own words what you offer and what they would do next. If their answer differs from yours, rewrite and test again.

After launch, your analytics show which pages people leave quickly and which calls to action they use. Our website content checklist covers who writes, who approves and what to gather before the build.

A checklist for every page

• The first two paragraphs say what you offer, for whom and where.
• Headings are descriptive, frontloaded and make sense on their own.
• Paragraphs are short, with one idea each.
• Words are plain and familiar; specialist terms are explained once.
• Sentences are active: it is clear who does what.
• Adjectives are replaced by facts a reader can check.
• Every link says where it goes; no "click here" or "read more".
• There is one main call to action, starting with a verb.
• Someone outside the business has read it and explained it back.

Frequently asked questions

How long should a web page be?

As long as it needs to be to answer the visitor's questions, and no longer. NN/g found that concise text scored 58% higher in measured usability than its longer original. Cut repetition, background and claims, keep the facts people need to decide.

Do people really not read on the web?

Most scan first. In NN/g's research, 79 percent of test users always scanned a new page and only 16 percent read word by word. GOV.UK says most people read only 20 to 28% of the text on a page.

What is frontloading?

Putting the most important information first: in the page, in each section, in each heading and in each link. GOV.UK calls it frontloading; it is also known as the inverted pyramid. NN/g advises that if users see only the first two words of a heading, they should still get the gist.

Why is "click here" bad link text?

It says nothing about where the link goes. WCAG 2.4.4 requires that the purpose of each link can be worked out from its text or its context, and screen reader users often browse a list of the links on a page. GOV.UK says to make link text descriptive and avoid "click here" or "more".

How do I know if my copy is clear?

Test it. Digital.gov recommends paraphrase testing for short pages: ask someone outside your business to read it and explain in their own words what you offer and what they would do next. Test early and at least twice.

Planning a new website and want copy and structure that work together? See our website development service and all our services, or email [email protected].