Most visitors decide within seconds whether a page is worth their time. They scan headings, the first words of paragraphs and anything that looks like a button.
Front-load everything
Put the most important information first: in the page, in each section and in each sentence. "Delivery is free above €50" beats "If your order is above €50, delivery will be free".
Write headings as answers
A heading like "Pricing" tells the reader where they are. "Plans start at €8 per month" tells them what they came to find out.
Cut, then cut again
- Remove words that don't change the meaning
- Replace jargon with the word your reader would use
- Split long paragraphs; one idea per paragraph
Good web writing isn't shorter for the sake of it. It's shorter because it respects the reader's time.
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