Writing for the Web: A Guide for Humans

Online readers don't read — they scan. Eye-tracking studies confirm what we intuitively know: people skim headings, grab key phrases, and move on. This isn't a flaw to fight against. It's a behavior to design for.

The Scanning Reality

Jakob Nielsen's research found that 79% of web users scan rather than read. But this doesn't mean your writing doesn't matter. It means the structure of your writing matters as much as the words themselves.

Write in Layers

Think of web content as having three layers:

Layer 1: The Scan Headings, bold text, and the first sentence of each paragraph. This is what 79% of people will see. Make it count.

Layer 2: The Skim Full paragraphs and supporting details. This is for people who are interested enough to slow down.

Layer 3: The Read The complete piece, start to finish. This is for people who care about your topic. Reward them.

Practical Tips

• Front-load paragraphs. Put the conclusion first, then explain.
• Use short sentences for important points. Long sentences for nuance.
• Break up text. No paragraph should be more than 3-4 lines on screen.
• Use real words. "Use" not "utilize." "Help" not "facilitate."

The Voice Question

Every blog has a voice, whether intentional or not. The default voice of the internet is either corporate ("We're excited to announce...") or performative ("Here's what nobody tells you about...").

Find the middle ground. Write like you'd explain something to a smart friend over coffee. Be clear, be specific, and don't perform.

One Last Thing

The best web writing feels like it's talking to one person. Not an audience. Not a demographic. One thoughtful person who chose to spend their time with your words. Honor that choice.