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People are about 25% slower reading from a computer screen than from paper. They are also only reading about 20% of the text on a page. For most sites, they are reading to achieve some kind of goal, rather than to be entertained; that means you should be as brief as you can. Typically, you can cut out 50% of the words that you would have used in the print article and still get the point across. Most interesting is if you cut out the extra text, quite often your visitors' comprehension levels can go up. Cutting out the junk, makes the real message more understandable, because people are looking for information they get frustrated with hype and sales pitches.
They are researching solutions, which means they need the key facts upfront supported by in-depth content that they can read if they care about it. The answer is to think short, short words, short paragraphs and short pages. If you look at an average web page, it is written with a lot of unnecessary filler, some of this is marketing hype, some of it is just woeful. Rather than making your visitors fights through this text to get the information that they need, do them a favoring and cut out that junk. You might be thinking that your useras are different. For instance, may be they are highly educated, so you think they expect big words and long sentences.
If so, bear this in mind. In a study run by Daniel Oppenheimer in Princeton in 2006 he found that the more complex a piece of text was; the lower readers rate to the intelligence of the author. In other words, your credibility as a website creator depends on writing simple text. So, short words, paragraphs, and pages will all help. Well, what else you can do to increase the amount of information exchange? Next we'll look at some formatting techniques that you can use to make key points easier to find.
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