How to Create Online Writing that People Actually Read
People don't read online, they scan. After getting over 7 million visitors, here are my top tips for getting people to read your stuff.
Writing online is hard. Crafting online writing that people actually read is even harder.
And the hard truth is, people are not reading your stuff.
You think readers are reading your content. They’re not.
Eye tracking studies prove that people don’t read online.
Instead, they scan.
I’ve had readers admit they didn’t read the article, but left a comment anyway.
To build an audience (and build an audience you must) at anything better than a snail’s pace, you have to:
Get people to read your stuff (so they can connect with it and with you)
Get people to share your stuff (so your content reaches new audiences)
I’ll talk more about how to get people to share your content in the future, but for now, let’s look at the problem at hand…
The Problem with Reading Online
In order to understand how to fix this problem as writers, we need to look at it from the other side. Not from the content creator’s perspective, but from the content consumer’s perspective.
The reader decides whether your writing is worthy or if it sucks.
There are several problems impacting readers:
Readers have limited time and limited attention spans (I’ll save the debate on long form vs. short form content for another time).
Multiple devices are bombarding users with information daily.
Readers’ inboxes are overflowing.
People are subscribed to (too) many services and publications.
Too many forms of communication are competing (text, email, web, apps, push notifications, social media, etc.).
The solution: As an online writer or content creator, you need to stand out.
But how?
Niching down, having a compelling personal story, and being weirder than most (guilty) can help. We can cover those later.
Here, though, let’s focus on specific, actionable writing tips. You can start using these right now to improve your writing, regardless of any other factors.
But first, have a look at this…
Left or Right: Which is Easier to Read?
The less effort and energy readers expend consuming your content, the more content they’ll consume and the more pleasant their experience will be.
…the vast majority of the web users would rather finish their tasks as fast as possible with the minimum amount of effort
Q. Which is easier to read?
A. The one that’s easiest on the eyes.
People usually scan for information, key words, if you will. They want to get in and get out.
Walls of text are bad. Short paragraphs are good.
It’s easier for the human eye to scan a smaller block of text up and down than it is to read every word from left to right. Less effort means people will stick around longer and read your stuff. And they’ll do it in less time, which is good for everyone.
How to Write Better for Online Audiences
Crafting punchy, impactful writing is essential to grab and hold your reader's attention.
This applies to newsletters, blog posts, social media, websites, the whole lot.
The key: make your writing clear, compelling, and easy to digest.
If that doesn’t work, show up naked with a sledge hammer.
This guide provides 20 actionable tips to help you:
Enhance your writing skills.
Increase engagement with readers.
Deliver more value to your audience.
Keep in mind, people don’t need more information, per se. Instead, they need:
Insights — Help your readers cut through the chaos, the mixed messages, and the conflicting advice out there.
Connection — Your readers want to feel like they’re connected to you and your message. Can you relate?
Direction — Throughout history, people have turned to leaders for direction. Give people actionable advice and they’ll thank you.
20 Tips for Punchier, More Impactful Online Writing You Can Start Using Right Now
1. Start with a Hook
Actionable Detail: Begin with a compelling statement, question, or statistic that captures attention immediately (e.g. “4 out of 5 dentists surveyed”).
When to Use: The first 2-3 sentences of any piece (headline, subheading, first paragraph).
Why: Readers decide within seconds whether to continue reading; a strong hook keeps them engaged—get them down into the meat of the content from there.
2. Use Short, Simple Sentences
Actionable Detail: Limit sentences to 20 words or less and focus on clarity.
When to Use: Throughout your writing, especially in introductions and conclusions.
Why: Short sentences are easier to read and understand. This makes your content more accessible.
3. Break Up Text with Subheadings
Actionable Detail: Use descriptive subheadings every 200-300 words.
When to Use: For longer articles, guides, or blog posts.
Why: Subheadings make content scannable, helping readers quickly find the information they need.
4. Use Active Voice
Actionable Detail: "You can improve..." > "Improvements can be made..."
When to Use: All types of online writing.
Why: Active voice is direct and engaging, making sentences more dynamic and compelling.
5. Incorporate Power Words
Actionable Detail: Use words that evoke emotion or a sense of urgency, such as "uncover," "transform," or "secret."
When to Use: (Carefully) in headlines, subheadings, and calls to action.
Why: Power words catch attention and encourage readers to take action.
6. Be Conversational
Actionable Detail: Write as if you're speaking directly to the reader; use contractions and rhetorical questions. You know what I mean?
When to Use: For blog posts, social media, newsletters, personal brands.
Why: A conversational tone builds a connection and keeps the reader engaged.
7. Utilize Lists and Bullet Points
Actionable Detail: Break down complex information into lists for clarity.
When to Use: When presenting steps, options, key points, or benefits.
Why: Lists are easier to digest and scan, helping readers quickly grasp key points.
8. Show, Don’t Tell
Actionable Detail: Use vivid examples, stories, and metaphors to illustrate points rather than stating them directly. “One time, at band camp…”
When to Use: When you want to create a lasting impression or provoke thought.
Why: This makes your writing more memorable and engaging.
9. Edit Ruthlessly
Actionable Detail: Cut unnecessary words, sentences, or even paragraphs that don’t add value.
When to Use: The revision process.
Why: Concise writing is more impactful and retains the reader's attention.
10. Ask Questions to Engage
Actionable Detail: Use open-ended questions to provoke thought and engagement.
When to Use: At the beginning and end of sections or articles.
Why: Questions encourage readers to reflect and interact with the content.
11. Use Analogies and Metaphors
Actionable Detail: Draw comparisons to simplify complex concepts (e.g., "SEO (search engine optimization) is like a roadmap to online visibility").
When to Use: When explaining technical or complicated ideas.
Why: Analogies make abstract concepts relatable and easier to understand.
12. Leverage Strong Openings and Closings
Actionable Detail: Craft an engaging opening and a memorable closing that includes a call to action or thought-provoking statement.
When to Use: At the start and end of every article, blog post, or social media content.
Why: Strong openings pull the reader in, while strong closings leave a lasting impression.
13. Optimize for SEO (Without Compromising Readability)
Actionable Detail: Use keywords naturally in headings and content, but prioritize writing for humans, not search engines.
When to Use: For blog posts, web copy, and any content intended to rank in search engines (including Substack posts).
Why: SEO (search engine optimization) attracts organic traffic, but readability keeps readers engaged and reduces bounce rates. This is more for discoverability, but I couldn’t leave it out.
14. Repurpose Content
Actionable Detail: Turn a blog post into a video script, podcast outline, or infographic to reach different audiences.
When to Use: When trying to reach audiences across multiple platforms.
Why: Repurposing saves time and increases content reach.
15. Tell a Story
Actionable Detail: Weave a narrative that involves a relatable problem and resolution for higher emotional engagement.
When to Use: When you want to connect on a deeper level or demonstrate a concept with real-world relevance.
Why: Stories are more memorable and persuasive than facts alone.
16. Use White Space Effectively
Actionable Detail: Leave plenty of space around paragraphs, images, and headings to improve readability.
When to Use: Throughout web pages, blogs, and emails.
Why: White space reduces visual clutter and makes content less overwhelming.
17. Incorporate Multimedia Elements
Actionable Detail: Use images, videos, GIFs, or infographics to complement text.
When to Use: When explaining complex topics or breaking up long sections of text.
Why: Multimedia can make content more engaging and easier to understand.
18. Use Social Proof
Actionable Detail: Include testimonials, case studies, or quotes to build credibility.
When to Use: In sales pages, blog posts, or anywhere trust-building is crucial.
Why: Social proof builds authority and trust, making content more persuasive.
19. Craft Clear Calls to Action (CTAs)
Actionable Detail: Use specific, action-oriented language in your CTAs (e.g., "Download your free guide now").
When to Use: With any content meant to drive an action.
Why: Clear CTAs guide readers toward the next step, boosting engagement and conversions.
20. Take a Time Out: Write, Pause, and Re-read
Actionable Detail: After drafting, take a break before revising to approach your writing with fresh eyes.
When to Use: During the editing phase.
Why: A fresh perspective helps identify errors and improve clarity.
Takeaways
Creating impactful content takes strategy, creativity, and knowing your audience inside out.
Get them, and they’ll get you. Miss the mark, and you miss the connection.
Subscribers who don’t engage are like diners who don’t eat. They won't rave about the meal.
Some readers skim no matter what. Use headings, subheadings, lists, and bold text to help them grab the main points fast.
By applying these tips—including hooks, power words, SEO, and multimedia—you can sharpen your content’s clarity, engagement, and impact.
Final Thoughts and Action Items
Yes, there's homework. Woo hoo!
The online world has changed, but people haven’t. To thrive, create content that's easy to digest and connects deeply with readers. Master punchy writing to boost engagement and keep them hooked.
Here's what to expect when you apply these practical tips:
Elevate your writing game (next level sh*t).
Stronger connections with your audience.
Better results and more satisfaction from your efforts.
Remember, it’s not just what you say—it’s how you say it. Start applying these strategies today and watch your content's impact (and reach) grow.
Action Items:
Pick 1-3 tips from above. Start implementing them now.
Track your progress. Notice any changes.
Share your results!
Extra credit with magic bonus points: Study the content creators you follow. Spot where they use these or other techniques and adapt them to your style if it feels right.
P.S.
I was only kidding about the sledge hammer.
P.P.S.
I created a note with a few additional tips: