The written word and language are the most integral forms of today’s communication but as the means of communicating change, how can we get our message across quickly and easily? It all comes down to readability – the way both your reader and search engines read your content and understands your message.
Firstly, understand that crafting website content, content marketing and blogging is only getting more difficult. Reading text is being replaced by scrolling and we know that more and more online readers are finding it hard to stay focused. Typically, online readers have multiple windows open and they are clicking, tapping and swiping constantly between different windows, programs and apps.
And it continues, even if a reader has made the decision to read what you have written, most quit before reaching the bottom of the page. In fact, approximately 10% of readers click off after reading only the headline and the lead sentence.
While there are plenty of online apps and websites around that can help to ensure that your content is readable, there are also some general guidelines that can help, especially when writing for the internet. The guidelines below apply to both good writing and page design.
Words in a sentence
When sentences contain less than eight words readers understand 100% of the message. 90% understand sentences made up of 9-14 words. But by the time you get to sentences of 43 words the understanding has dropped to below 10%.
Characters count
This is just, if not more, important than word count. By keeping your line length to around 50-60 characters you will achieve optimum line display on a screen. The wider the line across a screen the more difficult the reader will find it to focus. Too narrow and the eyes need to work too hard scanning back and forth; this makes a reading rhythm difficult to achieve. Always review your content on a mobile device.
Don’t just cut it off
Chopping off sentences in an attempt to achieve optimum word count doesn’t work. It makes the reading too abrupt and lowers the style and tone. Use conjunctions to help you to create sentences that meet the maximum readability of eight words. Conjunctions also help you to link clauses, ideas and subjects together.
Pictures are content too
Remember that a picture is worth a thousand words and is content too. Consider using videos and infographics to portray your message.
If you’re too busy to worry about line lengths, readability, word and character counts just contact us. The Website Design Centre team can help with all your digital strategy needs including content creation and content marketing.
