Scannable Content: How to Write for Today’s Online Readers

For years now, designers have focused on ways to generate website traffic and keep it. A great way to do this is by using content marketing: creating content that’s not only informative but shareable too. But what if your web content isn’t being read? Your web content has therefore to be written in a way that makes it easy to scan and find the relevant information. Let’s analyze this further by breaking it down into what scannability means, why it matters, common scanning patterns; and how you can make your content more user-friendly.

In this article

What is scannable content?

Scannable content is web content that is easy to read and digest. Good content is divided into short paragraphs with headlines and bullet points. The goal of scannable content is to make it easy for readers to find the information they are looking for on a website.

The term “scannability” was first coined by Jakob Nielsen in 1997. He defines it as “the quality of being able to be read quickly and easily.” When web users visit a site, they are looking for specific information. But often, they don’t have the time or patience to read through long blocks of text. This is where scannable content comes in.

Why do readers want scannable content?

In our fast-paced, information-overloaded world, people want to find the information they need quickly and easily. Web users are notoriously impatient, and will often only give your content a quick once-over before moving on. Therefore, it’s so important to make your web content scannable.

Scannable content makes it easy for web users to find the information they need, which can help keep them on your site longer. It can also help improve your website’s search engine optimization (SEO).

Why do readers want scannable content?

There are a few reasons readers may prefer scannable content:

Scannable content is easier to digest: When readers can scan through content and quickly find the information they are looking for, they are more likely to actually read it.
Scannable content is less intimidating: A huge block of text can be overwhelming, but smaller chunks of text are much less daunting.
Scannable content is more efficient: Readers can quickly find the information they need without wading through unnecessary details.

How do I make online content scannable?

The average Internet user reads only 66% word by word, so it’s important to make write scannable content. There are a few things you can do to make your text more scannable:

Write great headlines: Most visible to readers is the headline. This will attract them. It’s advisable to create interesting and user-friendly headlines when writing scannable content.
Write a great opening line: Except for the headline, the shortest paragraph in a blog post is a single line. It will be helpful or create curiosity. In your first line, give the reader the best reason for reading the book. Tell me the easiest way to open a new website for you.
Use bullet points: Bullet points are a great way to highlight key points in your content. Use bullet points on the key points to make it easy for readers to scan and find the information they are looking for.
Use lists: Lists are a great way to organie information in a scannable format. Readers can quickly scan a list and find the information they are looking for. Use lists and break up the text.
Use subheadings: to break up your key points Subheadings help readers find the information they are looking for by breaking up your content into smaller sections. Ideally you want to break this post into 4 or 5-part sections with each subheading, which explains the contents of each part in logical order.
Find your tone of voice: Your tone of voice is the way you speak to your audience. It should be friendly and helpful. Avoid using jargon or technical terms that your readers may not be familiar with. Writers represent branding. Your writing style should always match the design of your website. The development of a tone-in-speak rule can prove beneficial in any business. Do thorough research and understand the audience’s wants. Write about that.
Keep short sentences and simple: Long sentences are hard to read on a screen. Keep short sentences and to the point. When in doubt, break up long ones into two shorter sentences.
Use short paragraphs short: Keep your paragraphs short-only 4-5 lines. This will make your content more scannable and easy to read. Typically, internet users who are viewing a longer paragraph skip it or just skip it completely. Keep paragraphs very brief. Short sentences make reading easy. Remove flowery words to make your sentences easier.
Use a clear font size and easy-to-read font type: Make sure your font size is large enough to be easily readable on a screen. And use a sans serif font, such as Arial or Verdana, which are easier to read on a screen than serif fonts, such as Times New Roman.
Choose simple words: Choose your words carefully. The vocabulary you use should be able to understand the general audience. You don’t want to lose them by using overly technical terms or phrases that are difficult to follow. If you have a more complex topic, try, and break it down into simpler terms. Another great tip is to avoid using pronouns like “I” or “we”. This can make your text seem more personal and less like an informative article.
Use images: Images effectively drive web users’ attention. The old saying is “A picture is worth a thousand words.” Include an image with every blog post, even if it’s just a small one at the top. Web surfers are visual creatures, and pictures help break up long blocks of text. Visually appealing content is more likely to be shared.
Check grammar, punctuation and spelling: This is important in any type of writing, but especially web writing, where the reader may not be as patient. A quick spell check can help catch errors. You should also know homonyms (they’re, their, there) that can easily change the meaning of a sentence. If you’re unsure about something, look it up. There are many online resources that can help with grammar, punctuation, and spelling. Use proofreading software like Grammarly, Hemingway or other such.

How do readers typically scan a web page?

The web has changed a lot in the 25 years since they created it. The way we use it, and the expectations we have of it, have both evolved. One of the biggest changes is the way we read web content.

We no longer read web pages in the same way as we would a book or newspaper. Instead, we scan the page, looking for the specific information we need. This can be a problem for web designers and content creators, as it’s difficult to make content that is both scannable and easy to read.

When readers scan web pages, they typically look for four different information:

Navigational: Where am I? How can I get the information I’m looking for?
Categorical: What are my options? What information falls into which category?
Sequential: In what order should I view this information?
Specific: What is the specific piece of information I’m looking for?

What are the two most common patterns by which people scan page content?

The two most common patterns for scanning web page content are “F” and “Z” patterns.

In the “F” pattern, readers scan the top of the page from left to right, looking for information that applies to them. They may then move down the page, scanning less and less as they go.

In the “Z” pattern, readers start in the top left-hand corner of the page and move down to the first block of text. They then scan across this block of text from left to right before moving down to the next block. This process is repeated until they find the information they are looking for.

What is the similarity between scanning and skimming?

Scanning and skimming are both ways of quickly finding specific information in a text. However, while scanning is typically used to find a particular piece of information, skimming is used to get an overview of the content of a text.

Conclusion

Web pages are designed to be quickly scanned by readers looking for specific information. In order to make your web text scannable, you need to format it using short paragraphs, headlines, and bulleted lists. By doing so, you make it easier for readers to find what they’re looking for and are more likely to keep them engaged with your content. So if you want your web content to be read, make it scannable!bBy following the tips above, you can make your web content more scannable and therefore more likely to be read by your audience.

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