Why No One Is Reading Your Site
April 24, 2007 | By Kevin Zolkiewicz
Are you wondering exactly how people read on the Web? The answer is they don’t.
Most Web users scan instead of actually reading. Why is this? For one, screen resolutions are far lower than standard print resolution. Despite advances in screen rendering technology, many people still prefer to pick up a printed copy of a book instead of reading it on their computer screen. Therefore, writing content for your Web site requires extra care.
How to Write for the Web
Your site’s content should be written specifically for the Web. Doing so will increase the chances that your site is effectively communicating with visitors.
Here are tips to keep in mind when writing for the Web:
Headlines.
A visitor to your Web site’s home page should be able to instantly know the goal of your company or product (exceptions apply to well established brands). Short headlines set in large type can easily accomplish this. Here are some real life examples from around the Web:
- Flickr: “The best way to store, search, sort, and share your photos.”
Sub-heads.
Use descriptive sub-heads to help break up the page and allow users to quickly jump to a section that interests them. A multitude of paragraphs with no breaks in between is a sure way to scare away your visitors.
Don’t Recycle.
Try to avoid “shovelware” when writing your site’s content. While that long-winded, seven-paragraph company profile may work fine for your annual report, no one is going to read it on the Web.
Bulleted lists.
Bulleted lists are a great way to make your content scannable. They can be very useful for quickly describing what your company does or listing the advantages of your product or service.
Use as few words as possible.
Strunk and White’s The Elements of Style states that “A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts.”
Try removing as many words as possible out of your content until it says only what it needs to and nothing more.
Use more paragraphs if necessary.
It’s better to have more, shorter paragraphs instead of fewer, long ones. While the number of words may stay the same, the page will be easier to read and scan if the paragraphs are short.
Add imagery
Adding photos or accompanying graphics alongside your content may help further break up the page and keep users engaged.
Final Thoughts
Keep in mind that these guidelines may not apply to every site. Exceptions can apply to news or educational sites that feature useful content which may run rather long. This isn’t necessarily a problem provided your site’s design assures for readable text and offers print-specific views for those who prefer reading on paper.