Business Web Content Writing Success: Scan-Ability - Those for whom...
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* Less-literate visitors (i.e., those for whom reading is a slow chore) cannot scan content because they simply cannot parse text (i.e., make sense of it) fast enough. Yet I firmly believe that scan-able content will usually be easier to read word-for-word than traditional text-style writing.
* Scan-able content places important ideas first, so someone reading word-for-word will develop greater comprehension even if he or she doesn't make it all the way to the end of the text.
* Scan-able content avoids superfluous niceties that would waste a slow reader's time.
Scan-able Web Content Structure: Sections and Lists
In the above example, the differences between version one and version two, which use the exact same text, are purely structural. There are other features of scan-able content, such as keywords, sentence structure, and word choice, but that's for another article. For now, just look at the powerful improvements in web content you can get simply from structural improvements, which take two basic forms: sections and lists.
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