When we talk to our clients about their web site, we spend that little bit of extra time to discuss content layout and topography.

Unfortunately, web site visitors don’t pour over our pages. Study every word. Explore every link.

In reality: they glance, skim, and skip over lots of stuff. They click on the first link that looks vaguely promising. Then they scan and click again.

And they’re happy to keep scanning and clicking, as long as it’s effortless. One way to make things more effortless, is optimizing your website’s copy for scanning.

Tips on Optimizing Text for Scanning

• Use lots of headings
• Short paragraphs
• Use bulleted lists (see what I did there)
• Highlight key terms

Remember, your web site design it what will initially entice your web site visitor – the readability of your content and it’s message will keep them on your web site!