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.
More Website Content Articles
More By Jase Dow