What Does This Mean?
It means that having well written copy isn't enough. It needs to be hierarchical, broken down into short headings and subheading, and not overloaded with information.
Your main goal here is to make your text scannable:
- Can you quickly scroll down & pick up the important info?
- Do you get a general idea of what's the copy's about just by scanning it?
- Or if you're looking for specific information, is it easy to find?
Understanding how users read content and learning how to structure it, is just as vital as the actual content itself. If you're not paying attention to how easily it can be scanned, then you're just placing words on a page and nothing more. You could almost say it would be the same as having a blank page from a messaging stand-point.
We live in a world that's more fast-paced than ever before. Being able to quickly pick out key points and find the information you're looking for is key.
How Can You Make Users Actually Read Your Copy?
- Use short and meaningful headings and sub headings
- Use lists to help break out information
- Keep paragraphs short and concise
- Highlight keywords through bolding or links
- Stick to the point and be straightforward. Don't drag on or exaggerate...Just tell them
Remember: Less is More
Check out this chart from nngroup.com to see how users read when they're presented with the same content structured in different ways.
Check out our last post over editor.css. This tool can help you give your content more structure.
And be sure to contact us for a free consultation if you'd like to discuss your current marketing strategy.