The Problem with Web Copy
Users scan. They do not read word for word – they look for relevant information.
Source: Studies on reading behaviour on the web consistently show that the vast majority of users scan websites instead of reading them. The Nielsen Norman Group has documented this F-Pattern behaviour since 1997.
Note: The remaining 5% to reach 100% is attributed to users with mixed behaviour and user types that cannot be clearly classified.
Reading Time Comparison
Optimised web copy is comprehended 37% faster (18 vs. 28 seconds).
Comprehension and Retention
Well-structured web copy achieves more than double the comprehension (72% vs. 35%) compared to poorly formatted content.
Web readers have three fundamental needs:
Speed
Information must be instantly scannable. Every second counts.
Clarity
No marketing jargon. Concrete statements that get straight to the point.
Structure
Visual hierarchy through lists, subheadings, and paragraphs.
Table of Contents
Avoiding Mistakes
Typical traps, anti-patterns
Three Principles for Effective Web Copy
1. Concise – Straight to the Point
Reduce word count by 50% without losing information. Eliminate:
- Filler words ("actually", "in a way", "so to speak")
- Redundancies ("return back", "end result")
- Promotional language ("leading", "innovative", "unique")
Example: "We are an internationally recognised company that specialises in the development of high-quality, future-oriented software solutions that without exception meet the highest quality standards."
Word count: 25 words
Use active verbs instead of nominalisations. "We optimise" instead of "We carry out an optimisation".
2. Scannable – Visually Structured
Convert continuous text into scannable lists. Users comprehend structured content 47% faster.
Formatting Guidelines:
3. Objective – Neutrally Phrased
Remove subjective value judgements. Replace marketing language with facts.
| Feature | Subjective | Objective |
|---|---|---|
| Quality | Outstanding quality | ISO 9001 certified |
| Experience | Years of expertise | 15 years of project experience |
| Service | First-class support | 24/7 support hotline |
| Technology | State-of-the-art technology | React 18, TypeScript 5 |
Objective phrasing builds trust. Numbers, data, and facts are more sustainably persuasive than superlatives.
Practical Implementation
The Optimisation Workflow
Analysis
Structure
Shorten
Validation
Measurable Impact
Content optimisation is not a matter of taste. The effects are quantifiable:
Optimised web copy increases dwell time by an average of 40% and reduces bounce rates by up to 25%.
These values are based on internal A/B tests and industry-standard content usability studies. Specific figures vary depending on the website and target audience.
Avoiding Common Mistakes
Even experienced content creators regularly fall into typical traps. These anti-patterns significantly reduce the effectiveness of your copy.
Practical Example: Transformation
Initial Situation (Before)
In today's digital business world, which is characterised by continuous changes and technological innovations, every organisation faces the challenge of adapting to market demands while simultaneously maintaining its core competencies. It is therefore becoming increasingly important for companies to take proactive steps to evaluate and modernise their existing processes. Our company, which is considered a leading provider in the field of digital transformation and is characterised by years of expertise as well as collaboration with first-class technology partners, supports you in successfully mastering these complex challenges. Through the application of state-of-the-art methods such as DevOps practices, cloud-native architectures, and microservices-based solutions, which are each tailored to your individual needs, we enable you to optimise your business processes and simultaneously increase the scalability and agility of your IT infrastructure significantly. In doing so, our proven frameworks and best practices ensure that the continuity of your business processes is guaranteed even during the transformation. We offer you bespoke solutions that meet the highest quality standards and exceed your expectations. Free initial consultation: office@webconsulting.at
Errors identified in the text:
Optimised Version (After)
- Process analysis: Evaluating and optimising existing workflows
- Cloud transition: Migrating your systems to the cloud
- Scalable IT structures: Building future-proof infrastructure
- Guidance: Support throughout the entire transformation
- 10+ years of project experience in digital transformation
- Certified partners (AWS, Microsoft Azure, TYPO3)
- ISO 9001 certified quality management
- Continuity: Your business processes continue to run during the transition
Improvements:
- 60 words instead of 147 (-59% reduction)
- Concrete facts instead of marketing jargon (ISO 9001, partner names)
- Scannable structure with subheadings and lists
- Active phrasing ("We modernise" instead of "It is modernised")
- Contact prominently placed at the beginning instead of the end
- Technical terms explained or replaced with understandable alternatives ("Cloud transition" instead of "cloud-native architectures")
Practical Tools
Content Optimisation Checker
We have developed an AI-powered optimiser that automatically optimises your texts according to the three principles:
Concise Mode
Reduces word count by ~50% while maintaining the same information content.
Scannable Mode
Converts continuous text into structured lists with a clear hierarchy.
Objective Mode
Removes marketing language and replaces it with neutral phrasing.
Combined Mode
Combines all three techniques for maximum optimisation.
Best Practices by Context
Landing Pages
| Element | Guideline | Example |
|---|---|---|
| Headline | 6-12 words, clear benefit | Enterprise CMS live in 4 weeks |
| Subheadline | 10-20 words, details | TYPO3 migration with zero downtime |
| CTA | Active, specific | Request a free audit |
| Body | Lists, max 3 lines/paragraph | • Feature 1 • Feature 2 • Feature 3 |
Blog Articles
Blog article structure for maximum readability
Technical Documentation
- Code examples: Always before the theoretical explanation
- Step-by-step: Numbered lists for processes
- Screenshots: For every critical UI element
- Warnings: Callouts for breaking changes
In documentation, never sacrifice precision for the sake of brevity. Technical accuracy takes precedence.
Advanced: The Psychology of Web Reading
Scanning Patterns
Users follow predictable reading patterns:
User reading pattern in the first 10 seconds
F-Pattern Optimisation
Users scan in an F-shape:
- Horizontal movement: Complete first lines
- Shorter horizontal movement: Next paragraphs partially
- Vertical movement: Scan the left side
Consequences for Content:
- Place the most important keywords on the left
- The first 2 words of every line are critical
- Lists break up the F-pattern (which is good!)
Measurement & Iteration
KPIs for Content Quality
Tracking Recommendations:
- Google Analytics 4: Scroll depth as an event
- Hotjar: Heatmaps for scanning behaviour
- CrazyEgg: Click maps for CTA performance
- Lighthouse: Automated readability scores
Test optimised vs. original versions. Let data decide, not opinions.
Summary
The 3 Golden Rules
1. Concise
50% shorter, without losing information. Every word must serve a purpose.
2. Scannable
Lists, bold text, structure. Users must be able to comprehend information in seconds.
3. Objective
Facts instead of jargon. Measurable statements build trust and drive conversions.
Next Steps
- Audit: Analyse your most important pages
- Optimise: Apply the 3 principles
- Measure: Track metrics such as dwell time and bounce rate
- Iterate: Use A/B tests for continuous improvement
Use our Web Writing Tool for immediate content optimisation. You will receive four AI-generated variations of your text.
Resources
Reading Recommendations:
- Jakob Nielsen: "How Users Read on the Web" (Nielsen Norman Group)
- Steve Krug: "Don't Make Me Think" (Web Usability)
- Ann Handley: "Everybody Writes" (Content Marketing)
Tools:
- Hemingway Editor : Readability checker
- Grammarly : Grammar & clarity
- WebAIM : Accessibility testing
- GTmetrix : Performance & UX
Our Services:
- Content Audit & Strategy Consulting: Professional analysis of your web content
- UX Writing Workshops: Training sessions for your team
- AI-powered Content Optimisation: Our live tool for instant text improvement
- Performance & Conversion Tracking: Data-driven optimisation