Web users want info fast

Users search the Web for fast information. To make this easier they want:

• text that is easy to scan
• simple, informal writing
• text that is short or broken into small chunks
• summaries and the inverted pyramid writing style,
• links to other websites,
• pictures and graphics that complement to text,
• humour

I prefer informal writing, because I like to read fast. I don’t like reading every word, and with formal writing, you have to read every word, and it slows you down

From research by John Morkes and Jakob Nielsen