ABSTRACT
No other audience in strategic writing is as potentially diverse as a web audience. The web may be a mass medium, but it is still one-to-one communication. People also don't read websites in the same way they read print: A study by Jakob Nielsen, a web usability researcher, found that almost 80% of users scan webpages rather than read them word-for-word. One main difference between print and online documents is that the former are tactile: Readers can hold a book or report in their hands and flip through the pages. Typically, web users are on a specific mission, looking for answers to an immediate problem. When a user searches for information via a search engine, the engine returns a list of webpages that match the query, placing the best matches first. Headlines are probably the single most important words on the people webpage.
