How do you write right?
The T-shirts that carry a message say something about the persons wearing them. Quotations, funny ideas or ironical phrases (I see dumb people / I smile because I have no idea what’s going on / Your lips keep moving and all I hear is Blah Blah Blah). This can label a person as being either ironic, funny, the fan of a band, with a fantastic imagination or not, but, above all, they can label him/her a person who wants to stand apart.
How should the text on a t-shirt look, in order to be read? Short, concise and big. Because the street is a dynamic place. People move, run, are in a hurry. The texts should adapt the environment.
The online is similar to this to a certain amount. Scanning, rapidity and concision. If we analyze a concrete example, we will notice why not only the design and the usability count, but also what and how you write online.
Above we have a compact block of text. Maybe I’m just being subjective, but the design of the first text is not similar to this one:
How are they different? Lists, bullet points, one idea per paragraph, white spaces, clear structure, URLs. Just a few elements that convince the user to read the webpage or to return on it. Because he liked it and it was not difficult to get the information he needed.
But how do you write something for the online? You put yourself in the user’s position, you choose the key words (that will be underlined, made URLs etc.), you try to structure text so that it appears airy and not just a block of text. Think if some of the information can be better explained with the use of a photo, a graphic or a table. Do not insert a big quantity of information on one page. Instead, insert a URL to a downloadable file or to another webpage for the users that are really interested on the subject. More about writing online you can find here.