Business Web Content Writing Success: Scan-Ability
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Scan-ability is a measured, objective, scientifically proven criterion of successful written web content.While making content easier for users to scan rather than read word-for-word involves a number of factors, simply re-structuring web content into sections and lists can yield stunning improvements.
Proven Web Content Success Factor: Scan-ability
I've found that scan-able content written with web publication in mind seriously out-performs content that was written as though for print:
* Greater conversions (sales or leads).
* Fewer visitors leaving the web page as soon as they arrive ("bounces").
* Longer average visits.
* More reprints (of distributed content), meaning greater exposure and links--especially impressive considering that most reprint article directories only allow plain text, meaning that the formatting features that help to make content scan-able are not available.
User tests have repeatedly demonstrated that a majority of web users scan the page rather than read word-for-word. In such tests, optimizing content for scan-ability has been proven to make web content more successful--at least, for a few measurable criteria, mainly reading speed, comprehension, and retention (recall of what was read).
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