How to write user-friendly content

Jakob Nielsen's research taught us how users read online: Most of the time, they don't actually read at all! The majority of users don't read word for word – they scan texts and pick out the most important information. This insight has far-reaching implications for how content needs to be structured and presented.

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Core principles for user-friendly web copy

From a UX perspective, several proven strategies emerge:

• Use visual emphasis in your text: through font styles, colors, or contrast
• Write meaningful headings: they provide orientation and help users quickly grasp content
• Use bullet points: information is absorbed faster than in continuous text
• Cover only one idea per paragraph: this makes scanning and understanding easier
• Apply the inverted pyramid principle: start with the conclusion and key information, add details later
• Less is more: roughly half the word count compared to traditional writing is often sufficient

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Credibility also comes through language

Beyond structure and brevity, a website's credibility plays a central role for users. It's strengthened by:

• high-quality, relevant graphics,
• clear, understandable writing style,
• meaningful links to external, trustworthy sources.

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Further reading

Read the complete article How Users Read on the Web by Jakob Nielsen with examples and detailed explanations.‍