What’s the biggest mistake most website owners make?
Thinking about writing for the web is the same as writing anything else.
You know, with elaborate writing techniques and long, drawn-out sentences that show off the writer’s vocabulary.
The brutal truth is…
Your visitors aren’t reading your content.
Users read at most 28% of words on the average web page during a typical visit. In other words, if you write a 1,000-word article, people are only seeing about 280 words.
Scary, huh?
But here’s the thing… When you understand how people actually read content online, you can use specific writing techniques for your website that make people engage and convert.
This guide will show you exactly how to write for people who skim, not for people who read.
What You’ll discover:
- Why Traditional Writing Rules Don’t Work Online
- The Psychology Behind Web Reading Behavior
- Proven Techniques That Boost Engagement
- How To Structure Content For Maximum Impact
- The Secret To Writing Headlines That Hook Readers
Why Traditional Writing Rules Don’t Work Online
Everything you learned about writing in school is wrong for the web.
Traditional writing focuses on:
- Building arguments slowly
- Complex sentence structures
- Showing off vocabulary
But web writing? It’s COMPLETELY different.
Here’s why:
When people read a website, they aren’t curled up in a chair with a warm cup of tea. They’re scanning. Skimming. Bouncing between tabs while checking their phone and listening to Spotify.
Your job isn’t to impress them with your writing chops. Your job is to clearly and quickly communicate the information they need before they click away.
The second you start throwing in long, fancy sentences or “SAT word of the day” vocabulary, you’ve lost them. And once they’re gone, they’re probably never coming back.
The Psychology Behind Web Reading Behavior
Understanding how people read online changes everything.
The reality is, web users have specific scanning patterns you need to write for:
- Headings and subheadings
- Bold text
- Short paragraphs
- Bullet points
Most people decide whether to stay on your page in the first 10-15 seconds. That’s not even long enough to read a single paragraph, let alone understand your entire message.
That’s why your opening needs to hook ’em before they leave. No slow introductions. No backstory. Just straight into the value.
Proven Techniques That Boost Engagement
Ready for the good stuff? Here are the writing techniques that actually work online.
Write Like You Talk
Forget everything you know about “professional writing.” The best web content sounds like a conversation.
Use contractions. Start sentences with “And” or “But.” Ask questions directly to your reader.
Why does this work? Connection. When people read like you’re talking directly to them, they’re more likely to keep reading.
Use The Inverted Pyramid Structure
Lead with the most important information. Then supporting details. Then background information.
This comes from journalism, where editors might chop the bottom of an article if space is tight. On the web, readers might leave at any moment, so put the most valuable information up top.
Master The Art Of Transitions
Smooth transitions keep people reading. “But here’s the thing…” or “Here’s what’s interesting…”
Curiosity gaps. We automatically want to fill the space. These phrases create micro-teasers that suck the reader forward.
Embrace White Space
Dense blocks of text are SCARY online. Break your content up into short paragraphs, LOTS of line breaks, and subheadings every 200-300 words.
White space = approachable, easy to scan.
How To Structure Content For Maximum Impact
Structure is key in web writing. Here’s the framework that works:
The AIDA Formula
Attention: Hook ’em with your headline + opening
Interest: Keep ’em engaged with relevant, valuable info
Desire: Sell them what’s possible/what they’re missing
Action: Tell them exactly what to do next
AIDA works because it mirrors how people consume online.
Use Bucket Brigades
Bucket Brigades = Short phrases that create curiosity and keep people scrolling like “But there’s more…” or “Here’s the kicker…”
Promise more value is coming.
The Secret To Writing Headlines That Hook Readers
Your headline determines whether people read your content at all.
Here’s what works:
Be specific. “5 Writing Techniques That Boost Website Conversions by 40%” is more compelling than “Tips for Better Writing.”
Create urgency. Use “now”, “today”, “before”, “deadline”
Promise value. Tell them exactly what they’ll learn/do/accomplish
Use numbers. Numbered headlines get clicked more. People subconsciously know it sets expectations.
But here’s the secret sauce…Your headline should be a promise that your content fulfills. Nothing wrecks trust faster than clickbait that doesn’t deliver.
Advanced Web Writing Techniques
Want to take your writing up a level? Try these advanced strategies.
The APP Method
Agree: Agree with something your reader already believes
Promise: Promise them what you’ll show them
Preview: Preview a taste of what’s coming
Builds trust + sets expectations.
Social Proof Integration
Naturally weave in testimonials, case studies, and stats throughout your content. Content with 1,000-2,000 words gets 56.1% more social media shares than shorter pieces, proving valuable, thorough content gets seen.
Works because people want to know others have succeeded before they take action.
The Curiosity Gap
Create questions in readers’ minds, then answer them later in your content. This psychological technique keeps people engaged because humans hate unfinished stories.
Common Web Writing Mistakes To Avoid
Even pros make these mistakes:
Writing too formally. Your website isn’t a corporate memo. Write like you’re explaining something to a friend.
Burying the lead. Don’t make people scroll to find your main point. Lead with value.
Ignoring mobile users. Most people read on phones. Use shorter paragraphs and simpler sentences.
The biggest? Assuming people will read every word. They won’t. Design your content for scanners, and you’ll grab more readers.
Quick Wins To Improve Your Writing Today
Want immediate results? Audit your current content and break up long paragraphs. Add more subheadings every 200-300 words. Strengthen your openings by getting to the point in the first 50 words.
Easy changes that take minutes but can massively improve engagement.
Closing Thoughts
Writing for the web isn’t about showing off your vocabulary or pedantic grammar rules.
It’s about connecting with real, live people with real problems and limited time.
When you prioritize clarity, value, and engagement over complex sentence structures, your content starts working harder for your business. More people read it. Share it. Take action.
The techniques in this guide work because they’re based on how people ACTUALLY behave online.
Start incorporating these today, and watch your website engagement soar.