Many studies have been done on how people read the information on the web. Each study has come to roughly the same conclusion. We read websites very differently to newspapers, magazines or brochures.

Knowing this, you can modify your web site design and copywriting to attract and hold the attention of your visitors. Here are they key facts about how people read on the internet, and some tips to help you keep them interested:

1. Users read headlines first, followed by sub-headings, paragraphs and captions. Graphics come much further down the list.

2. Web users take no longer than 15 seconds to decide whether to stick with the site or move on.

3. If they decide to stay on your site, they will read about 75% of the page.

4. On average, users read websites 25% slower than normal print on paper.

5. Web users scan text rather than read word-for-word.

- Use the "inverted pyramid" method: put all the relevant information in the heading, sub-heading and first paragraph to capture attention.

- Pay more attention to the content of your site than the graphics

- Put calls to action and contact information towards the top of each page, not the bottom.

- Break up the text to help people scan. Use bullet points, sub-headings and white space to aid reading.

- Make links relevant to the user so that they scan and click - here are our happy customers not click here

- Use concise, scannable and objective text to engage the user.

Knowing how users read and absorb the information on your site is key to making your content relevant to them, and keeping them on your site for longer. Creative, optimised and concise copywriting will help you to attract users and grow your business.