The Break-Up: Web Content Editing Principles to Enhance Online Readability

An aerial view of someone applying web content editing principles on their laptop

We don’t read like we used to. No more paging through encyclopaedias to find the capital of Guatemala. We’ve got a world of information at our fingertips and 37 open tabs vying for our attention. What does this mean for our approach to web content editing?

We need to ruthlessly put an end to our infatuation with long, cumbersome paragraphs and post-grad sentence structures. It’s time to start a new commitment to online readability. Think of this blog as your self-help manual to guide you through your big (content) break-up.

Table of Contents

    Online Reading Behaviour: We’re Moving Too Fast

    Before we launch into the web content editing practicalities, let’s get into the mind of the average online reader. Think about your own web reading habits. We have an overabundance of information at our disposal.

    We’re also bombarded by social media updates, emails, DMs, and the urge to watch that Netflix show in the background. We simply don’t have the time or the attention spans to read every word on every webpage we visit.

    What the Numbers Say

    Need proof? Studies show that 73% of people skim blog content. According to Forbes, 61% of people will leave a website if they don’t find what they’re looking for in just five seconds. To further complicate things, we’ve also gone mobile. Recent data reveals that 78.8% of all web traffic in South Africa comes from mobile devices.

    What Does This Mean for You?

    Content editors need to cater to skimmers and scanners—readers who quickly glance over content looking for key takeaways. It could be those looking for one particular piece of information or those who want the highlights package. We must also consider the mobile-first generation, where smaller screens call for even more concise and visually attractive website content.

    The bottom line is that we need to streamline the user experience and get our point across as quickly and clearly as possible.

    5 Principles of Breaking Up Web Content: It’s Not You, It’s Your Formatting

    Breakups are hard. But breaking up your online copy isn’t quite as taxing. Try to incorporate these five easy-to-follow formatting principles into your web editing toolkit:

    1. Group Ideas Under Relevant Headings and Subheadings

    Headings and subheadings are indispensable workhorses. If you get them right, they grab attention and give the reader a taste of what’s coming up next. They work wonders in organising content for easily distracted eyes to follow.

    They’re also a simple way to earn SEO brownie points. Headings that accurately reflect their content are easier for search engines to index, which can improve your search rankings.

    When crafting your winning headings and subheadings, remember to:

      • Be specific and descriptive
      • Create a sense of intrigue without turning into clickbait
      • Keep them concise and punchy
      • Organically incorporate relevant keywords

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    2. Keep Paragraphs Short and Sweet

    Remember those history textbooks with walls of text rivalling the Great Wall of China? They were intimidating and tedious to read. Long paragraphs also make scanning content much more difficult. They’re especially awful for people reading on their smartphones.

    Online readability is about serving your web copy as bite-sized canapés, not three-course meals. Shorter paragraphs are quicker to read and easier to skim, making them instantly more inviting.

    Each paragraph should have one main idea. Aim for paragraphs of two to three sentences where possible. However, sometimes, our ideas are epic and require more than three sentences. This is okay as long as you balance it with short paragraphs before and after. 

     

    Don’t be scared of using the odd single-sentence paragraph, either.

    See what we did just there? When content editors use single-sentence paragraphs sparingly, they make an impact and draw attention. Readers like variety.

    But they also like cohesion, so make generous use of transition words between your short paragraphs. Like headings, transition words act as signposts, helping us make connections and follow the writer’s train of thought.

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    3. Use Lists to Organise Information

    While short paragraphs can be effective, sometimes a bulleted or numbered list is even better. We’re naturally drawn to listed items. They certainly make for more skimmable content and can be used to highlight key information.

    It’s important to make the distinction between bulleted and numbered lists. Use bullet points when order or hierarchy isn’t relevant. For example, bullets are great when listing:

      • Advantages or benefits
      • Product specs
      • Key features
      • Expert tips

    On the other hand, we use numbered lists when organisation is important and affects meaning. For example, you’d use a numbered list for:

      • Steps in a process
      • Instructions
      • A timeline of events
      • Ranking factors

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    When creating your easy-to-digest lists, keep these tips in mind:

      • Keep list items parallel (start each item with the same part of speech)
      • Be consistent with punctuation
      • Limit list length (aim for 3-7 items for optimal recall)
      • Consider using icons or emojis for bulleted lists to add visual interest

    4. Achieve Balance with White Space

    White space, also known as negative space, is the empty space between elements on a webpage. This blank space gives your content room to breathe and prevents your page from looking cluttered and overwhelming.

    You can incorporate more white space by:

      • Breaking long paragraphs into several shorter ones
      • Using lists (bonus points if each listed item is only a few words)
      • Using ample margins
      • Increasing line spacing
      • Strategically using images (more on that later)

    Adding more negative space to your page creates a sense of balance and order. This content formatting approach also helps readers distinguish between different page elements. For instance, you can use white space to draw attention to your calls to action. This is simple yet effective for conversion rate optimisation.

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    5. Optimise for Mobile

    Because the majority of people are likely to access web content on their phones, mobile optimisation is vital. But our smartphone readers are discerning customers, and more than half will abandon a site if it takes longer than three seconds to load.

    Mobile optimisation means your content must adapt seamlessly to different screen sizes, ensuring easy navigation and readability on hand-held devices.

    Try these tips for mobile-friendly content:

      • Use a responsive design: This ensures your content looks good on any screen size
      • Keep paragraphs short: Long paragraphs look even longer on mobile screens
      • Use larger font sizes: Tiny text is a no-go on mobile devices
      • Optimise images: Ensure they load quickly and display correctly on mobile
      • Use mobile-friendly CTAs: Make buttons large enough to tap easily with a thumb

    Creating user-friendly content for your mobile audience can also benefit your search engine rankings. Google uses mobile-first indexing, meaning it primarily uses the mobile version of your content for ranking and indexing.

    The Language of Readability: We’re Just Not on the Same Page

    When editing for the web, formatting is paramount, but so is the text itself. To appeal to and engage the reader, you need to speak the same language as them. Here’s a breakdown of how to get on the same page (excuse the pun) as your audience:

    1. Choose Your Words Wisely

    Let’s start with the smallest building blocks of easily readable text. You should generally use plain, everyday language replicating how people speak naturally. More specifically:

      • If you have a simpler alternative, use it. For example, ‘so’ is often better than longer words like ‘consequently’, archaic words like ‘hence’, and phrases like ‘for this reason’.
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      • Avoid jargon as far as possible. But, sometimes, you may need to get technical and can’t find a better synonym. Use the term, but offer a simple explanation. 
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      • Use strong verbs over weaker ones. Strong verbs are descriptive, while weaker ones require the help of another word to convey the same meaning. For instance, compare ‘saunter’ to ‘walk slowly and casually’.

    2. Compile Winning Sentences

    Shorter sentences make for better online (and offline) readability. The Oxford Guide to Plain English recommends a maximum of 15–20 words for most sentences. Sentences longer than this take more time for people to comprehend, which is an instant put-off. Interestingly, even the UK government caps its sentences at 25 words—and that’s for official documents.

    However, as we mentioned earlier, people enjoy variety. Short, snappy sentences of a few words can make an impact. Just use them in moderation to prevent your web copy from sounding. Choppy and. Disjointed.

    You should also be aware of the passive voice. For those of us coming from university assignment writing, using the passive voice can be second nature. But for online content, active and direct is always best. ‘The mat was sat on by the cat’ sounds awkward, uses more words, and takes longer to understand than simply saying ‘The cat sat on the mat’.

    3. Celebrate Consistency

    Be consistent in your tone, register, and overall writing style. This unifies your content, adding to its cohesiveness to improve readability. It’s also essential to build and maintain your brand identity. So, if your landing pages are casual, relatable, and witty, your blog posts should follow suit. An editing style guide is invaluable in your quest for consistency.

    Using Visuals in Web Content Editing: When a Text Message Isn’t Enough

    Online editors often go beyond simplifying text and formatting it well. Visuals and multimedia elements are essential ingredients for attractive and engaging web content. 

    1. Images

    High-quality, relevant images break up text and reinforce your message. Remember, they should add value to your content, not just take up space. For example, a stock photo of the word ‘BUDGET’ spelt out with Scrabble tiles will do little to make an impression.

    Here are a few other things to remember:

      • Images should complement your text, not compete with it
      • Add descriptive alt tags
      • Consider using captions
      • Incorporate enough white space between your images and text

    2. Infographics and Graphs

    Numbers, statistics, and other types of data can often be less than appealing to the average reader. This is where infographics, bar graphs, and pie charts can save the day. They simplify complex information, summarise main points, and offer a bird’s-eye-view perspective. Many people are far less intimidated by visuals than a set of numbers.

    In addition, they’re highly shareable on social media. Just ensure that your infographic or graph is easy to interpret with clear fonts and colours consistent with your branding.

    3. Videos

    With the rise of TikTok and Instagram Reels, short-form video content is more popular than ever. It’s estimated that blogs with one or more videos get 70% more traffic than blogs without.

    Videos can explain complex concepts, provide tutorials, or offer visual stories. Consider using a video to:

      • Review a product
      • Give a behind-the-scenes look at your company culture
      • Demonstrate steps in a ‘how-to’ article

    Remember to always optimise videos and media elements for web use. Consider vertical videos for mobile viewing and compress files so they don’t affect page loading times.

    How Editors Can Move On to Successful Break-Ups

    In these times of goldfish-length attention spans, black holes of information, and barrages of distractions, online readability is a necessity. Effective web content editing involves creating easy-to-digest content with clear formatting, accessible language, and engaging visuals.

    But remember that you’re not alone in this break-up. Plenty of online tools, AI software, and readability checkers can lend a helping hand. Editors also often turn to editing checklists to keep them consistently on track. So, say goodbye to long walls of convoluted text and make way for a new era of user-friendly content your readers will love.

    Blue Leaf Team

    The Blue Leaf Editing team has over 10 years of combined editing, publishing, and book industry experience. We’re passionate about content and storytelling, and sharing our knowledge with others.