In a world where attention spans are shrinking and the flow of information is constant, writing web content that is easy to read, engaging, and direct is more important than ever. Studies have shown that people skim online content, often only reading around 20% of the words on a page. This means clarity and brevity are essential for holding attention and driving conversions. Let’s dive into some actionable tips, backed by research, to help you craft concise and effective web copy.
1. Use Short, Simple Sentences
Avoiding long, convoluted sentences is key to improving readability. Short, straightforward sentences make your content easier to digest and keep your readers engaged. According to research by the Nielsen Norman Group, users prefer short paragraphs and simpler sentences to complex language. The study found that users are more likely to read content that is broken into smaller, more manageable chunks.
Limit sentences to 20 words or less when possible, and avoid jargon or overly technical language unless necessary for your audience.
2. Focus on the Main Message
In a world of constant digital distractions, it's crucial to eliminate fluff and focus on your core message. Readers should be able to grasp the main point of your content within seconds. HubSpot's research found that 43% of readers skim content to understand the gist, but only 16% read every word. This emphasizes prioritizing the most important information up front and throughout the copy.
Ask yourself, "What is the one key takeaway I want my reader to have?"
Ensure this message is repeated throughout the page and in key locations like headers or call-to-action buttons.
3. Use Bullet Points and Lists
Breaking up your content with bullet points or numbered lists makes it easier for users to scan and absorb essential details quickly. According to a study from the Content Marketing Institute, content that includes lists receives 30% more engagement than content without.
Organize your content into clear, digestible chunks using bullet points to highlight the key benefits or steps you want readers to take.
4. Be Direct and Action-Oriented
Your web copy should encourage action. Direct language that motivates readers to act—clicking a button, signing up for a newsletter, or making a purchase—can dramatically increase conversion rates. Research by CopyBlogger highlights the effectiveness of action-oriented language, finding that compelling calls to action can increase click-through rates by as much as 371%.
Avoid filler words and be clear with your CTAs.
Instead of saying, "If you’d like more information," say "Get started now" or "Sign up today."
Why Brevity and Clarity Matter
Statistics back up the power of concise, clear content. A study by the Nielsen Norman Group found that "users spend about 80% of their time on a website looking at the information above the fold" and that "content clarity leads to greater user satisfaction and engagement".
Short, direct, and actionable web copy will capture and hold attention, keep users on your site longer, and drive conversions. Furthermore, it also improves the user experience, which is crucial for SEO. Google prioritizes user experience in its search algorithm, and concise, clear, and easy-to-use web content can help improve your rankings.
Writing concise and compelling web content is not just about reducing word count—it’s about delivering value in the quickest, most digestible format. By focusing on simplicity, clarity, and action-oriented language, you can create content that is engaging and drives results.
I hope these insights help you improve the impact of your web content. If you need help refining your web copy to be more concise, engaging, and effective, I’m here to assist. Let’s collaborate to create content that captures attention and drives action.
