Concise, SCANNABLE, and Objective: How to Write for the Web
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TL;DR
A study of five different writing styles found that a sample Web site scored higher in measured usability when it was written concisely, scannable, and in an objective style instead of the promotional style used in the control condition and many current Web pages.
Abstract
Studies of how users read on the Web found that they do not actually read: instead, they scan the text. A study of five different writing styles found that a sample Web site scored 58% higher in measured usability when it was written concisely, 47% higher when the text was scannable, and 27% higher when it was written in an objective style instead of the promotional style used in the control condition and many current Web pages. Combining these three changes into a single site that was concise, scannable, and objective at the same time resulted in 124% higher measured usability.