It's a well-known fact that people read websites differently
than printed material. People tend to be much less patient when
searching for information on the web than when viewing
brochures, magazines and other printed material. Make your
content more "web-friendly." - Segment your text into short,
easy-to-read paragraphs. - Be brief and get to the point
quickly. - Use bulleted lists to highlight keywords and
messages. - Use sub-headings to organize your text. - Hyperlink
keywords and actionable text ("apply now," "view degree
programs"). - Avoid "click here" or "more info" links whenever
possible. - Include Alternative Text (Alt Tags) for each image.
Web writing resources Jakob Nielsen is an excellent reference
for web writing. Here is one of his most popular studies on "How
Users Read on the Web."