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Web Writing Today: Conciseness, Scanability, and Objectivity Still Reign Supreme

By Archyde news Staff | Published: april 4, 2025

In the fast-paced digital age, capturing and retaining a reader’s attention online is more challenging then ever. While the internet has evolved dramatically as the late 1990s, one key principle of effective web writing remains unchanged: prioritizing conciseness, scanability, and objectivity.

The Enduring Importance of Clear and Concise Content

Back in 1998, experts emphasized that web users prefer writing that is “concise, easy to scan, and objective (rather than promotional) in style.” While the platforms and technologies have shifted,this remains a core tenet of successful online communication. Today,with an endless stream of information vying for our attention,brevity is even more critical.

Think about scrolling through your social media feed. What catches your eye? It’s likely a headline that’s short, intriguing, and to the point. The same principles apply to all forms of web writing, from website copy and blog posts to email newsletters and social media updates.

Consider this: A study by Microsoft found that the average human attention span has fallen to just eight seconds – shorter than that of a goldfish. This highlights the urgent need for writers to get their message across quickly and effectively.

scanability: Designing for the Skimmer

Most web users don’t read every word on a page. Rather,they scan for key information.Therefore, structuring content for scanability is vital.

Here are some practical tips for making your web content more scannable:

• Use clear and descriptive headings and subheadings: Break up large blocks of text into smaller,manageable sections.
• Employ bullet points and numbered lists: Lists make information easier to digest and remember.
• Highlight key phrases and keywords: Use bold or italics to draw attention to crucial information.
• Incorporate visuals: Images, videos, and infographics can break up text and make content more engaging. However, embed images only when they are functional and error-free.
• Write concise paragraphs: keep paragraphs short and focused on a single idea.

Objectivity vs. Promotion: Building Trust and Credibility

While marketing and promotion are essential for businesses, web users are increasingly wary of overly promotional content. Instead, they seek out information that is objective, accurate, and trustworthy.

To build trust with your audience, focus on providing valuable information, backing up claims with evidence, and being transparent about your sources. Avoid hyperbole and unsubstantiated claims.

The rise of “fake news” and misinformation has made it even more critical for web writers to prioritize accuracy and credibility. Fact-checking is essential, and writers should be prepared to correct any errors promptly.

E-E-A-T: The Gold Standard for Web Content

Google’s E-E-A-T guidelines (Experience,Expertise,Authority,and Trustworthiness) are more important than ever for achieving high search engine rankings. Web content that demonstrates these qualities is more likely to be seen as valuable and trustworthy by both users and search engines.

Here’s a breakdown of what each element entails:

• Experience: Share firsthand accounts and demonstrate real-world knowledge of the topic.
• Expertise: Showcase your knowledge and skills in the subject matter. This could involve certifications, credentials, or years of experience.
• Authority: Establish yourself as a reputable source of information in your field.This can be achieved through publishing high-quality content, earning positive reviews, and receiving endorsements from other experts.
• Trustworthiness: Ensure that your content is accurate,honest,and transparent. Cite your sources, disclose any conflicts of interest, and correct any errors promptly.

E-E-A-T Component	description	Example
Experience	Demonstrates practical involvement and firsthand knowledge.	A chef sharing tips based on years of cooking experience.
Expertise	Shows in-depth knowledge and skills in the subject.	A doctor explaining a complex medical procedure.
Authority	Establishes credibility as a reputable source.	A renowned scientist publishing research in a peer-reviewed journal.
Trustworthiness	Ensures accuracy, honesty, and transparency of information.	A news institution correcting an error in a published article.

Practical Applications for Today’s Web Writers

So, how can web writers put these principles into practice in 2025?

• Use AI-powered tools wisely: AI writing tools can help with grammar, spelling, and even generating content ideas, but don’t rely on them blindly. Always review and edit AI-generated content to ensure accuracy and clarity.
• Optimize for mobile: With the majority of web traffic coming from mobile devices, it’s essential to ensure that your content is optimized for smaller screens.
• Prioritize user experience: Make sure your website is easy to navigate, loads quickly, and is free of distractions.
• Engage with your audience: Respond to comments, answer questions, and participate in discussions related to your content. This will help build trust and establish yourself as a educated and approachable resource.

Many U.S. companies are already embracing these techniques. As an example, brands like REI and Patagonia are known for their authentic and informative content. The Mayo Clinic’s website is a prime example of expertise, authority and trustworthiness in the medical sphere. Similarly, NPR exemplifies journalistic integrity by delivering objective and fact-based news.

Addressing Potential Counterarguments

Some might argue that in today’s visual-centric world, text is becoming less critically important. While visuals are undoubtedly crucial, well-written and informative text remains a vital component of effective web communication. A compelling image may grab someone’s attention, but it’s the accompanying text that provides context, explains the message, and drives action.

Another counterargument might be that focusing on objectivity limits creativity and prevents businesses from effectively promoting their products or services. However, there’s a difference between providing valuable information and engaging in blatant self-promotion.By focusing on providing helpful, objective content, businesses can build trust with their audience and establish themselves as thought leaders in their industry, ultimately leading to greater success.

Conclusion

While technology and user behavior are constantly evolving, the core principles of effective web writing remain remarkably consistent. By focusing on conciseness, scanability, and objectivity, web writers can create content that is engaging, informative, and trustworthy, ultimately achieving their goals and connecting with their audience in a meaningful way. As the digital landscape continues to change, these foundational principles will continue to guide successful online communication for years to come.

Archyde News – Delivering in-depth news and analysis.

What are some of the issues for web writers today?

Web writing in 2025: An interview with Content Strategist,Amelia Chen

By Archyde News Staff | Published: April 4,2025

The Core Pillars of Modern web Writing

Archyde News: Welcome,Amelia. It’s great to have you with us today. Let’s dive right in. The article highlights the enduring importance of conciseness, scanability, and objectivity. How do these translate practically in today’s digital landscape?

Amelia Chen: Thanks for having me. Absolutely.In 2025, with information overload a constant, web writing success hinges on getting to the point quickly (conciseness), making content easy to digest at a glance (scanability), and building trust through factual accuracy (objectivity). If content isn’t these things it is very easy to fall down in the search engine rankings and become irrelevant.

Making Content Scannable for the Modern Reader

Archyde News: You mentioned scanability. Our article lists tools like headings and bullet points. What other strategies are vital for creating scannable web content?

Amelia Chen: Beyond headings and bullets, use short paragraphs – ideally just one idea per paragraph.Bold keywords, incorporate visuals like relevant images and videos, and ensure the site is mobile-pleasant. These are crucial because most users browse on their phones.

objectivity and Building Audience Trust

Archyde News: Objectivity is key. With the rise of misinformation, how can writers build trust through their content?

Amelia Chen: Clarity is key. Cite your sources, back up claims with data, and be upfront about any potential biases or conflicts of interest. Fact-checking is non-negotiable. Correcting errors promptly also builds credibility.

E-E-A-T and the Ideal Web Content

Archyde News: Our article mentions E-E-A-T – Experience, Expertise, Authority, and Trustworthiness. How critical is this for modern web writing?

amelia Chen: E-E-A-T is more relevant than ever, especially with search engine algorithms getting smarter.Demonstrating these qualities signals to search engines and users that your content is valuable and reliable. Building this takes more effort than just basic marketing, but it creates a very solid foundation.

AI, Mobile Optimization, and the Future of Web Writing

Archyde News: How do AI tools affect web writing in 2025, and what other practical applications are importent?

Amelia Chen: AI can assist with grammar and idea generation, but always review and edit.Mobile optimization is a must. Also, prioritize user experience – make sure your site is easy to navigate and loads quickly.Engaging with your audience through comments and discussions is also very important to build community.

The ghostwriting Dilemma

Archyde News: What are some of the issues for web writers today? the article mentions that sometimes ghostwriters can not put their work in their portfolios, which limits the ability to get new clients.

Amelia Chen: Yes,it is very tough to showcase your best work if it’s under someone else’s name. This impacts the ability to get new clients. One way to work around this is to give advice here and there about how to best optimize the web writing.

Looking Ahead: What’s Next for Web Content?

Archyde News: Looking ahead, what do you see as the biggest shifts or challenges for web writers in the coming years?

Amelia Chen: I believe the emphasis on personalization, immersive experiences, and video content will increase. Also,balancing creativity with the need for objective,trustworthy information will pose a unique challenge.This is where the use of AI tools and human interaction will be most important.

Engaging the Audience: Your Thoughts?

Archyde News: A fascinating insight, Amelia. A final thought: What do you think are the biggest challenges web writers face today in balancing creativity with those core principles we discussed? Share your thoughts in the comments below!

Archyde News – Delivering in-depth news and analysis.