Source: http://www.clickthrough-marketing.com/the-secrets-of-scannable-web-copy/
People read online copy differently from printed text. Web writers and designers should be familiar and updated with how the online reader behaves.
Making a scannable web copy
Some behaviors of online readers:
- 79% of them don’t read word for word. Instead, they scan a Web page.
- Their eyes are drawn to the following hotspots: headlines, subheadings, menus, logo.
- According to eye tracking software, online readers tend to read a page following an F shape. The eyes prioritize headlines and the left-hand side of the page.
To make your copy more appealing to the online reader, remember:
- Use fewer words.
- Reserve the top left of the page for important information.
- Your headlines should be clear and attention-grabbing.
- The most important keywords should be positioned within the intro headings.
- Use bold text strategically.
- Use bulleted lists.
- Keep paragraphs short.
