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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 - While humor, style...

    (Page 2 of 5 )

    While humor, style, empathy, persuasiveness, and other classic characteristics of good writing can't be objectively measured, the scientific evidence shows scan-ability is a strong foundation on which to build strong content.

    Based on the evidence, the web usability expert Jakob Nielsen wrote guidelines for successful web writing in the mid-late 1990s. Today, those guidelines are still the basis for most of what's written about web content writing, including this article.

    Scan-able Web Content Example

    Look at the two versions of the same content, below. Ask yourself: which version would you be more likely to pay attention to if you came across it?


    Version one (traditional text mode):

    Who scans website text? A large majority of web users prefer scanning for main ideas over reading word-for-word. Nearly all fully literate users scan--and web users disproportionately tend to be fully literate. Even highly literate users who are inclined to read a page word-for-word will scan it first to make sure it will repay their investment of reading time.

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