For the most part when you go to a website you have a particular task in mind and even specific words you're thinking about.
When you land on that page you are going to scan the page looking for some indication that that specific page is going to help you complete your task.
In the 8 seconds most people spend on a page, if they don't see the words that are in their head, they are going to hit the back button.
So, you need to think like your readers.
- What words are important to your readers?
- You need to make sure those words are on your web pages in easy to spot locations.
Jakob Nielsen has done eye tracking analysis to determine where the key locations are to catch your readers attention.
Basically it shows an F-pattern where readers look at headings and scan down the left side of the main body of text.
So, this is how your copy needs to look.
And it needs to be loaded with keywords in the headings and subheadings and at the start of paragraphs and bullet lists.
Good content doesn't need to be read.
Tips to Help Your Readers Scan Your Pages OR
How To Make More Sales and Get More Leads
- Relevant heading - put key terms at the top of the page, in headings
- Brief content summary or introduction
- Use terms that your readers are familiar with and that they would use and think of, so when they’re scanning for a topic, they will see the words they’re looking for
- Focused subheadings
- Bundles of content and bulleted lists
- Reorder by importance - keywords first in titles, subheads, bullet points
- Integrated and logical hyperlinks
- Hyperlinks stand out and distract the reader, taking them away from your page
- Put related links at the bottom of the document to move reader forward; call to action
- Don’t use underlining for headings or emphasis – underlining is reserved for hyperlinks