Edit for the person who arrives at 4pm on Friday

Assume minimal focus

Most writing advice assumes readers are fresh, curious, and have time. They're not. They're tired. They're juggling three tasks. They're reading your page because they have to, not because they want to.

Edit for that person.

Front-load everything

Put the most important information in the first two sentences of every section. If someone only reads your headings and opening lines, they should still get the core message.

Bad:

There are several factors to consider when choosing a CMS. Different organizations have different needs, and what works for one team might not work for another. Budget, technical skill, and content volume all play a role in the decision.

Good:

Choose a CMS based on your team's technical skill first. A powerful system your team can't use is worse than a simple one they'll actually maintain.

Cut the warm-up

Tired readers won't wait for you to get to the point. Delete:

• "In today's digital landscape"
• "It's important to note that"
• "As we all know"
• "Let's dive into"

Start with the information. Your reader will thank you by staying.

Use more headings than feels natural

Every 100-150 words, give the reader a chance to bail or skim ahead. Headings are rest stops. They let distracted readers pick up the thread without re-reading.

If you have 400 words under a single heading, you're asking too much.

Shorter paragraphs, always

Three sentences maximum. Two is better. One is fine.

Long paragraphs look like work. Tired readers skip them. Break up your paragraphs even if it feels choppy. Choppy is readable.

Lists are mercy

Whenever you're explaining steps, options, or examples, use a list. Lists are scannable. Paragraphs aren't.

Compare:

To optimize images, you should compress them before upload, use descriptive filenames, and add alt text that describes the content for screen readers and SEO purposes.

Versus:

To optimize images:

• Compress before upload
• Use descriptive filenames
• Add alt text for accessibility and SEO

The list version works for someone who's only half paying attention.

One idea per sentence

Complex sentences require focus. Tired readers don't have it.

Bad:

While metadata inheritance can save time by reducing repetitive data entry, it requires initial configuration and a clear understanding of your content hierarchy to implement effectively.

Good:

Metadata inheritance saves time by reducing repetitive data entry. But it requires upfront configuration. You'll need a clear content hierarchy before you start.

Assume they'll leave any second

Every paragraph should be useful on its own. If someone only reads one section and bounces, did they get something valuable?

Don't build to a payoff. Deliver value immediately, then deliver it again, then deliver it again.

The Friday afternoon test

Before you publish, ask: Would this page work for me at 4pm on Friday after a long week?

If you need to concentrate to understand it, rewrite. Your reader won't concentrate. They'll leave.