When writing a blog (or any type of web writing), you are writing for an audience that’s fickle and distracted. There’s just too much information, so they flit about and if they encounter a challenge (such as poor organization, rambling prose, padded sentences), they bail. Web readers will not read your writing, unless it is written to their needs.
Web readers read differently:
- They don’t read screens as easily as pages.
- They tend to scan and forage for the content they want.
- They don’t read in a linear fashion—they follow links and move about.
The general rule for web writing is to write shorter sentences, but little information is ever provided on how to write shorter sentences. The maxim, “Ride the horse in the direction it’s headed” is appropriate here. If you organize your information in a way that follows how people read, your blog is more likely to be read.