The summary of the what the page is about at the top and not the bottom
Start with the conclusion!
Why? People are distracted, busy and lazy and are not a captivated audience reading word for word. They could leave at any point and you must get their attention
Comes from a situation in war when the line could get cut off at any point and the most important information had to go first. Just like readers that could get distracted at any point
Know your audience
You need to know who you are talking to
Doctors are going to talk to surgeons differently than they are going to talk to patients
You need to know what they are looking for and looking to learn from that page
Reduce and delete
It’s been said to half your writing and half it again
You want to make it a short and to the point as possible
People don’t have time to waste
Make every word earn its place
Short sentences / One topic per paragraph
Short sentences not long ones! If in any doubt for a comma, use a full stop. Move on!
One clear, concise topic per paragraph
Not many convoluted different tones and points
Are you just looking to sound clever?
Highlight
Remember most readers will be scanning looking for the most important points to take away and get away as soon as possible
Highlight keywords, you can use bold, links or imagery to do so
You also use typeface variation but beware of using more than 3 different font per page
Break it up
Use bullet points, paragraph breaks, images and quotes to break up long pages and paragraphs. Makes the writing much easier to scan
Headings should describe the content that follows and be as impactful as possible
Look easy to read - if on first glance a reader sees huge blocks of winding text they will be put off in the effort required to read it
Visually and literally lead them through the page
Further tips
Check your facts and figures
Make sure your destination is a good reading experience -black text on a white background is said to be easier to read
Get others to check your work and then more eyeballs
Writing a good headline - very important, will follow in further video
Questions to ask?
Is this useful?
What is this and why should i care?
5 W’s and 1 H - Who, what, where, how, when and why? Always answer these questions in that order
Is this is as short and concise as possible?
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