Website Content: Give your readers what they want . . . in a format that’s easy to read.

There’s a certain way people read website content. It’s not the same as sitting down with the newspaper, or reading the latest edition of Farm Journal. People who visit your website are scanning. They don’t want long articles. They want information–FAST!

When writing website content, think like you’re a potential customer.

Why would they go to your website? What specific words would they type into a Google search in order to get there? Are they looking for information about products, services or agronomic practices? Figure out those answers, then give them the information they’re looking for.

Keep it short and sweet.

Make it easy for visitors to scan your website by using these writing techniques:

  • Use headlines and subheads that guide the reader through your content.
  • Keep sentences and paragraphs SHORT.
  • Use bullet points. 70% of people look at lists with bullet points.1
  • Sidebars are good for emphasizing important information.
  • Incorporate simple and direct calls to action.

A variety of content works best.

Content is more than just words. Visitors to your site appreciate variety, so keep your site fresh with multiple forms of content. Here are a few examples:


Read Your Web Copy Out Loud

If a sentence is so long you cannot read it in one breath, then it’s too long.
If you don’t know where to pause, then the sentence needs punctuation. Or better yet, divide it into two sentences.

On the average web page, users have time to read
at most 28% of the words during an average visit.3



If the overall message doesn’t sound like your company’s personality, then it’s time for a rewrite.



If you stumble over a word or a phrase because it’s too complicated or awkward, find a simpler way to say it.



69% of web users spend 69% of their time viewing
the left half of the page and 30% viewing the right half.4



microphone-iconIf the wording seems like “corporate speak,” try adding pronouns like “we” and “you” so your website communicates more personally with your reader.


sleep-iconWrite it, then put it aside for a few hours…or preferably overnight. It’s surprising how much you can improve web copy when you look at it with “fresh eyes.”


VistaComm has put these and other great website and digital marketing tips at your fingertips in a handy e-book, WEBSITE KNOW-HOW: Grow Your Agribusiness with a Hard-Working Website. Access this valuable resource.



  1. “How People Read on the Web: The Eyetracking Evidence.” Nielsen, Norman Group.
  2. Burnes, Rick. “Study shows business blogging leads to 55% more visitors.” Hubspot.
  3. “How little do users read?” Nielson, Norman Group.
  4. “Horizontal attention leans left.” Nielson, Norman Group.