People scan text online. They don’t read. The reason for this behaviour is that when we’re online, we’re typically searching for something. Buy a novel in the local bookstore, and you’ll read it with joy on your couch from the first page to the last, sipping a cup of hot tea.
But online, we’re in a hurry.
People want an answer to questions like how to plant dahlias or how to make tempered chocolate. They have a problem, and they want to find the answer to that question. The fastest way is to scan the pages to find that specific information. They don’t have the energy to read one page after another.
So, what’s the best way for you to design the pages on your website, when you know that people are scanning?
The key idea first
Start each paragraph with the key idea. People tend to read mostly the beginning of each paragraph. To ensure your visitor understands your point, recap your key ideas at the end of the text.
Don’t make the paragraphs too long
Don’t write too long paragraphs. It takes more energy for the brain to get through long paragraphs. It’s better to split your paragraphs into several smaller paragraphs. It makes it far easier to grasp what you’re writing.
Only one concept per paragraph
Don’t include more concepts in one paragraph. People will miss the point, as they typically scan the left side of the paragraph and don’t necessarily read the right side. So one idea, one paragraph.
Your readers appreciate a clear, precise structure. But structure is not only important for your visitors. Search engines also prefer sites with structured, easy-to-read text.
Short words and short sentences
Don’t use too complicated words. People prefer to scan text that is at the level of an 8th grader. It takes too much effort to understand text with a higher literacy level, so keep it simple and avoid words that require the visitor to look up a dictionary.
Make lists
People love lists as they are easy to scan. So use a list whenever you can. Use a bullet list if your points don’t have a particular order. And use a numbered list if the items on your list have an order, like steps in a recipe.
Headlines
People use headlines as a signpost. Make them big and bold, so they are easy for your reader to find. The headlines need to be significantly bigger than the brødtekst. Users use them to get an idea of where they are on the page or whether the content can answer their problem.
Narrow columns
It’s easier for your reader to focus on a text where the lines are not too broad. If the line is very wide, the user has to move their eyes back and forth a lot.
Summary
Sum up your points in a summary at the end of the blogpost. Follow a clear structure of your text. Your readers will love you for it.
Ref: https://www.nngroup.com/articles/how-little-do-users-read/
