As surprising as this might sound, people don’t actually read online. Rather, they scan text, searching for words that match their particular interests and needs.
In fact, nearly 80% of users scan a page instead of reading each word (Morkes and Nielsen, 1997). When you write concise, it helps readers to scan. But that’s just a start.
When you write for websites, think from a visual perspective. When a page loads, how quickly can you draw a reader’s eye to important points? That’s the goal. To achieve it, you must effectively use formatting styles and layout elements.
The payoff? Scannable copy is 47% more usable (Morkes and Nielsen, 1997) because it helps your readers quickly find what they’re seeking. Scan these tips to make it happen:
Draw attention to key information
You’re probably wondering, “How am I supposed to write visually?” The trick is to use proven techniques that make key words more attractive to the eye.
Accentuate information-carrying words to make them stand out. Bold is best for key text. (But avoid bolding long sentences or phrases; a scanning eye can pick up only a few words at a time. See?)
Italics can also work. Changing font size and highlighting are some other techniques. (But make sure your text color stays constant. People often interpret multicolored text as valueless.)
And, of course, when you link content it both decorates words and makes your web writing more interactive. (But never underline words that aren’t hyperlinks; it’s very confusing to online readers.)
And if you’re writing in a plain-text medium—such as a text email—try using ALL CAPS for decoration instead. (But don’t be too liberal with the caps. Complete sentences in caps are actually harder to read. And, in email, people will think you’re shouting.)
Use subheads
Breaking up your text with subheads is particularly important when writing for the web. Organize content into discrete sections. Then give each section a meaningful, descriptive subhead.
Each subhead gives users a distinct entry point. While they might not be interested in one section, another may be exactly what they need. A descriptive subhead helps them find it—whereas they might otherwise have clicked to someone else’s website.
Create lists
When possible, convert paragraphs to lists.
- Bulleted lists slow the scanning eye and draw attention to important points.
- They can be particularly powerful when emphasizing an offering’s benefits.
- Numbered lists break up and organize content.
- They can be especially useful for organizing steps in a procedure.
Write inverted pyramids
Remember writing essays for school? You made your points and then summarized them in your conclusion. Well, online, few people will get to your conclusion.
Scanners want to know the ending first, to determine how much time they should invest in the rest. So you need to turn everything you’ve learned about writing upside down—literally.
Because web readers typically don’t like to scroll, you should keep your most important information up top. That means writing inverted pyramids, like news reporters do. Start your page with your conclusion or most important point. Then add less important points below.
Follow the “F”
Eye-tracking studies show that web readers tend to view pages in an “F” pattern (Nielsen, 2006). Specifically:
- They first read horizontally from left to right, usually across the upper part of a content area. (Note: this obviously applies only to languages read from left to right.)
- They then move slightly down the page and read across in a second, smaller horizontal movement.
- Finally, they scan the content’s left side in a vertical movement. This is usually a fairly slow and systematic scan.
Based on this research, you should concentrate your most critical information in the top left-hand corner of your page. Also, work with designers who understand site readability. Make sure they pay special attention to the length of each line. Visitors shouldn’t have to turn their head—or even significantly move their eyes—to read your text.
Once you’ve mastered the art of writing concise and writing to scan, you’ll be well on your way to creating compelling copy for web readers. But there are still many pitfalls. One of them is reading like spam. Let’s look next at avoiding that by writing objectively.