Stop Writing for Readers. Write for Scanners

STOP WRITING FOR READERS. WRITE FOR SCANNERS

RESEARCH SHOWS THAT VISITORS READ LESS THAN 20% OF A WEB PAGE

AND THAT THEY DON'T READ. THEY JUST SCAN

THEY ALWAYS SCAN IN A HURRY TO FIND THE PIECE OF INFORMATION THEY ARE LOOKING FOR

THE RELY ON KEYWORDS, HEADINGS, LISTS AND iMAGES TO HELP THEM SCAN

PUTTING UNSCANNABLE CONTENT KILLS USERS' ATTENTION AND LEAD THEM TO LEAVE

HERE IS HOW YOU CAN HELP THEM SCAN AND GET WHAT THEY NEED QUICKLY

• Stop fighting the reality thinking that people read, they don't!
• Spoil your main point as early as possible and forget about building mystery!
• Use keywords, headings, lists, icons and images to help people scan
• Structure your content in which the important informations stand out
• Be straight to the point. AKA stop wasting users' time

YOU ARE NOT WRITING FOR READERS. YOU ARE WRITING FOR SCANNERS