Make Copy More Readable
Number of words. Longer stories lose readers faster, so the lower this number,
the better.
Characters per word. Word length is one of the top 2 predictors of readability.
Hit an average of 5.0 or less on this measure.
Syllables per word. Words of three or more syllables add to reading difficulty,
according to the folks who created the Fog and SMOG indexes. Aim for an
average of 2.0 or less.
Words per sentence. Sentence length is one of the top 2 predictors of readability.
Aim for an average of 14 or less, counsel the folks at the American Press
Institute.
Number of short sentences; number of long sentences. Vary your sentence
length to build drama, create rhythm and make your points powerfully. Check
these measures to make sure you’re not lulling your readers to sleep with
monotonous sentence length.
Sentences per paragraph. Readers skip long paragraphs. Keep this measure to
under three for print, under two for Web copy.
Number of questions. Questions may suggest reader involvement. Just make sure
you’re not over-relying on question leads.
Number of passive sentences. Passive voice is long, bureaucratic and weak. Use
Active voice.
Longest sentences. Readers get lost in long sentences. Keep it under 20.
Shortest sentence. There’s no such thing as a sentence that’s too short.