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People don't read on the Internet anymore. They scan.
Attention spans that can only be measured in micro-seconds, together with the never-ending amount of information available online—there are almost a billion websites—mean that you need to grab attentions fast.
Say it quick and say it well.
Even the government has recognised the importance of communicating well. In its guidance 'Writing for GOV.UK', it links to this article: 'How users read on the web' which shows that the majority of web users now pick out individual words and sentences, as opposed to reading in the normal sense of the term.
So how do you engage with them, whether they be lawyers, business people or the public at large?
Here's a few tips how:
People want quick answers and will ignore text that rambles on.
Even if text is written well, if the layout and formatting is a 'dog's dinner' then people will move on. Instantly.
According to Time magazine 55% of readers spend fewer than 15 seconds actively on a page. You've not got long.
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