A recent study found that 79% of users scan web pages they come across, rather than reading them. Only 16% read every word on a page.
What does this mean for your online marketing?
It means that every web page you write should be scannable.
- Bullet points
- Short paragraphs
- Sub-headlines over paragraphs (tell the user plainly what they'll find below)
- A clear, descriptive main headline
- Bold text
- One idea per paragraph
- State the conclusion first. Then support it.
Check out some interesting comparisons (under Measuring the Effect... header).