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Business Web Content Writing Success: Scan-Ability
By: Joel Walsh
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    Table of Contents:
  • Business Web Content Writing Success: Scan-Ability
  • While humor, style...
  • Less-literate visitors...
  • Those for whom...
  • Any web content...

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    Business Web Content Writing Success: Scan-Ability

    (Page 1 of 5 )

    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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