It would be easy to dive right in and begin talking about how to write for the web—things like keep copy concise and scannable, use bulletpoints, and other pieces of “conventional” wisdom that many of us have heard before. But first, shouldn’t we understand how users read on the web? According to Jakob Nielsen: “On the average Web page, users have time to read at most 28% of the words during an average visit; 20% is more likely.”

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