Do you know the differences between writing copy for the web and writing copy for print? Some of the differences have to do with keywords and web searchability, factors that help drive traffic to your site. But that’s not what we’re discussing here. (We discuss that over here.)

Some of these ideas will go against your intuition and sales training. But, these facts detail how people do in fact read on the web.

There's no use in arguing against them.

Instead, we must embrace them and use them to our advantage. Here's what the facts are and how they're going to affect your website. These five facts might have you rewriting your website real quick.

1) Where Eyes Go First When A Web Page Comes Up

Contrary to what you might think, it isn't towards the graphics or photos like in print advertising. Instead your prospects eyes will first go to the copy. Specifically your headline and sub-heads. So your first opportunity to engage the prospect is with copy. Not graphics.

Most web users look at a web page for only 3-15 seconds before they decide whether to stay or click somewhere else. The fact that they look at copy first has massive implications for your website. Fancy graphics won't make a prospect stay on your website. But a really strong headline and strong sub-heads will.

2) How Much of the Page Do Users Really Read

The fact is that online users, on average, read 75% of the length of any given page. This is big news because lots of web pages have the important conclusions, calls to action, and order information on the bottom 25% of any given page. That's a big boo-boo. It will never get read.

Put your call to action and order information early on your web page to ensure people read them.

3) Why Banner Ads Result in Poor Click-Through Rates

1.25 seconds. That's how long an average person looks at your banner ad. That's enough time to perceive just one image or 6 words (based on a college student's average reading speed of 350 words/minute).

Therefore, banner ads that have animation, taking 4-5 seconds to run through a cycle, or more than 6 words, must be reconsidered. If you insist on keeping your animated banner ad because "it’s so cool!" I would suggest at least that you keep your company logo visible throughout the entire animation sequence.

4) Why Reading Online Is More Irritating Than Reading Print

Reading from a computer screen causes a person's reading speed to slow by 25% as compared to reading print. That means reading long copy can be very bothersome online. Break up the copy to help users make it through.

Have a few one line paragraphs.

Use headlines and sub-heads to summarize information. So users who are tired of reading word-by-word can quickly scan the rest of your document.

5) Why Web Page Users Don’t Get the Whole Picture

If your web page isn’t genuinely skimmable, prospects to your site will only get part of the sales message. Only 21% of online users read word-by-word. The other 79% skim a web page headline to headline, sub-head to sub-head. Picking up only the larger, bolded or italicized copy.

Your sales message has to be read both by skimmable and word-by-word readers. Therefore all your major selling points, benefits, call to action and order info must be in easily skimmable type.

Otherwise your website will only generate 21% of the sales it could. For the money you put into your website, that's not good enough.

Since online reading is so different from offline reading, clearly your web copy has to follow suit. Take home message? Make sure your website is performing on all cylinders. Have a professional web writer write your website. It will be worth the investment.