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Web content writing is to create text that is suitable for web sites, whose readers often want to find their desired information as quickly as possible. As reading from computer screen is generally slower than reading printed materials, all text needs to be accurate, precise and to the point. Small words and manageable sentences are preferred. Avoid unnecessary use of difficult concepts and terminologies that may be overwhelming or simply boring.
Use keywords that are common among the target readers, both to familiarize them with the web site and to increase its rankings in search engines. Divide lengthy text into short paragraphs and label them with appropriate headings, so that readers can know immediately whether the information is relevant. Numbers and bullets are helpful in reducing content complexity and catching attention.
Hyperlinks should be used wisely. While readers are encouraged to explore the web site and access further details, excessive use of links can disorientate them and expose a lack of site structure. Keep the most important content on the main pages. Provide overviews or use a map to enhance the site’s user-friendliness. Consult the Webmaster to ensure the text remains compatible with all visual content used in the site.