Did you know that people browsing the Web typically take just seconds to decide whether to continue reading your page once they've landed on it?

Whether they stay or go boils down to two things: Is the content useful? And is it high on the usability scale?

Since so many Web pages violate the rules of readability, this article will focus on the latter question, that is, the easy-to-read factor.

Make it Easy to Keep Reading

This is crucial because readers scan Web pages rather than absorb them the way you would a novel. That means your writing must perform more "work per word" than it would for printed material -- that is, if you want to keep your audience from clicking away.

Here then, are five critical tips to keep 'em glued to your screen:

1) Keep sentences generally short.

Like the one above.

Lengthy sentences require the brain to use a lot of processing power. And readers don't want to work too hard.

2) And now for the caveat: vary your sentence structure. People like ease, but they also seek variety. Sentences, paragraphs, and sections should have a rhythm and pacing that make reading seem natural, rather than a chore. Too many short sentences, and you're writing will start to sound like a Dick and Jane adventure. Too many long ones, and you'll bore all but the most die-hard academicians out there to death.

3) Write not just for the ear, but for the eye as well.

Eye-tracking studies prove that readers hate big, unbroken blocks of text and long column widths.

They love "white space" - the areas of text-free real estate between paragraphs and sections. White space gives readers' eyes a "breather" and makes your copy appear less intimidating.

Use headings to separate ideas in a lengthy piece of online text. And if an idea runs on and on, make something up that will allow you to insert a header. According to Joe Sugarman, author of the classic book Advertising Secrets of the Written Word, it almost doesn't matter what the header actually says. Because psychologically, headers simply serves as mile markers to keep the reader interested in reading to the next section.

4) Write like you talk. Or at least, write like your target audience talks. There's often still the temptation among some corporate types to assert a paternalistic, self-serious, institutional-sounding voice on the written page. The people you hope to serve through your writing aren't taking it anymore. They have options, and they will click away from boring biz-babble.A friendly, conversational tone is practically required these days on the Web. It's also easier to read.

5) Employ sentences with active verbs, not passive verbs, whenever possible. Instead of, "your help is appreciated," say "I appreciate your help." Active verbs work with a clearly defined subject performing a definite action. Active sentences convey dynamism, vitality, and in some cases, accountability.

For instance, don't be the type of entrepreneur or organization that says, "mistakes were made."

If you messed up, own up to it to the client and make things right. It's your integrity that people will remember.

Bonus Tip: Use illustrations, photos, charts, pull-quotes and other visual helpers liberally. First and foremost, humans are visual gatherers of information. Obviously you don't want to overdo it - a cluttered and frenetic Web site is not the look you want. But an evocative photograph or telling diagram can dramatically boost your page's stickiness, if it's relevant.