How the Web Made Me a Better Copywriter — by Cathy Curtis:

Everybody’s a scanner

It’s one thing if you’re writing a blog with a devoted following. But a corporate, nonprofit or e-commerce website doesn’t come with a readymade group of friends. If users can’t immediately find what they’re looking for, they move on.

Web users tend to scan information rather than reading it closely. One reason is physiological. Research—by Nielsen, Stanford University/The Poynter Institute and others—has shown that reading pixels on a screen makes eyes work harder than reading ink on paper.

Another impetus for scanning, I believe, is the web’s seemingly limitless content. It’s like being unable to enjoy yourself at a party because you might be having a better time at someone else’s house. Add the growing mania for speed (“This #%&* site is taking 20 seconds to load!”), and it’s clear that web writing has to pick up the pace.

Subheads built for speed

To make copy easier to scan, I break it up with multiple subheads. They act as visual skipping stones—an eye-friendly break from blocks of copy.

Ideally, the subheads can also convey the main points of the story all by themselves, so they can’t be too cute. And they must speak to the general reader, with no insider terminology that would cut the conversation short.

The em-dash is my friend

That little horizontal line is probably the most useful form of punctuation on the web. Commas, semicolons and colons don’t do a good job of visually breaking up information, and they’re hard to see on the screen. Parentheses have to be used carefully, because the words they enclose are understood to be less important than the rest of the sentence…

via AIGA | the professional association for design