Scannable web copy: Lift ideas off the screen

Put your message where their eyes are

Scannable web copy: Lift ideas off the screen

Reach skimmers online Web visitors process 20% of the words on a page. So how do you reach flippers, skimmers and other nonreaders? Image by Haley Rivera

Most web visitors scan

Why scannable web copy?

Why scannable web copy?

Because ‘readers’ don’t read

How people read on the web: They don’t. So make webpages scannable.


Pass the 10-second test

Pass the 10-second test

The longer web visitors stay, the longer they’ll stay

How long is too long? Web visits peak at two to three seconds. At that point, visitors decide that one-quarter of webpages aren’t for them.


Reach scanners online

Write for surfers and divers

Write for surfers and divers

Try the 30-3-30 rule

Skimming the surface: Reach surfers and divers alike with the 30-3-30 rule.


30-3-30 redux

30-3-30 redux

What does Clay Schoenfeld’s rule look like today?

Most readers don’t dive this deep: Communicate to flippers and skimmers with new rules for breaking copy up.


Elements that attract the eye

Eyes on you

Eyes on you

Page view time is not a magic number

Just looking: Web visitors may look longer at a webpage that’s filled with dense copy. But is looking the right metric?


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