You have one chance to make a first impression—on every page of your website. Be sure your content:
- Supports your mission.
- Helps your users find what they need.
- Encourages web visitors to become congregational visitors.
People don't read webpages, they scan. Therefore:
- Put the most important ideas first. Don't start with "happy talk," greetings, and introductions. Get to the point. Consider the F-pattern—people typically scan a page across the top and down the left.
- Cover one idea per paragraph. Words that are bold, italicized, or linked will jump out when scanned, so use that to your advantage—but don't overdo it: bolding and linking large chunks of text reduces reading comprehension.
- Use action words and omit fluff. Edit until every word counts.
- Use bulleted and numbered lists. They are easier to scan than blocks of text.
- Use headings to separate the page into topical sections. The reader can scan down to the section of interest.