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Writing for Comprehension

Clarity Comes First

Users don’t read web pages word for word — they skim. To make sure your content is easy to understand, write for quick comprehension.

How to write for comprehension:

  • Be clear and brief. Use plain language and avoid unnecessary words.
  • Lead with what matters. Place the most important information at the top.
  • Use structural cues. Break content into sections with descriptive headings, subheadings, and lists.
  • Guide the eye. Use bold text sparingly to highlight only the most essential points.
  • Write for the F-pattern. Web users typically scan across the top, then down the left side — make sure critical information falls in these areas.

Titles vs. Headlines:

  • A title identifies the content: it tells users what the page is. Example: Admissions or Financial Aid.
  • A headline expresses a compelling idea or benefit: it tells users why it matters. Example: Putting in the Work Pays Off.
  • Use titles for navigation clarity, but headlines for engaging readers and pulling them into the content.

Key takeaway

The easier your content is to scan, with the right visual balance of compelling headlines and text groups, the more likely your audience will understand and act on it. Always design for how users read, not how we write.