Business Web Content Writing Success: Scan-Ability

Scan-ability is a measured, objective, scientifically
proven criterion of successful written web content. While making content easier
for users to scan rather than read word-for-word involves a number of factors,
simply re-structuring web content into sections and lists can yield stunning
improvements.

Scan-ability Proven Web Content Success Factor

I've found that scan-able content written with web publication in mind
seriously out-performs content that was written as though for print:

• Greater conversions (sales or leads).


• Fewer visitors leaving the web page as soon as they arrive
  ("bounces").


• Longer average visits.


• More reprints (of distributed content), meaning greater exposure and
  links–especially impressive considering that most reprint article directories
  only allow plain text, meaning that the formatting features that help to make
  content scan-able are not available.

User tests have repeatedly demonstrated that a majority of web users scan the

page rather than read word-for-word. In such tests, optimizing content for
scan-ability has been proven to make web content more successful–at least, for a
few measurable criteria, mainly reading speed, comprehension, and retention
(recall of what was read). 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 content 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?

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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.

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 writing. Scan-able content places important
ideas first, so someone reading word-for-word will comprehend more 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.

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Version two (scan-able mode especially for the web):

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.


• 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.

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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.

• Sections. Any web content longer than 250 words should be divided into
  sections based on main ideas, with each section having a descriptive heading.
  Even briefer content can be divided into sections, though most commonly, the
  simplest way to organize shorter content is with lists. Content over 500 words
  can put one or two sections each on separate web pages.


• Lists. Multiple facts, ideas, items, or any multiple anything that have
  any kind of logical relationship among each other should be placed in
  unordered (bulleted) or ordered (numbered) lists if they have any importance
  at all. For instance, this list of features of scan-able web content merits a
  list, while "facts, ideas, items, or any multiple…" was less important and so
  was just written out.

The most exciting part of optimizing content with sections and lists is that
you can optimize existing content without changing a word: no pencil-chewing
over the right word to use, no consultation with the legal department, no
readjustment of keyword densities (though adding headings might shake things up
a bit).

To make content as scan-able and successful as possible, you need to go
deeper into issues such as logical organization, keywords, sentence structure,
and word choice. But simply re-structuring content into sections and lists will
provide a big boost.

About the Author: Check out Joel Walsh's in-depth guidelines for scan-able website content: http://upmarketcontent.com/web-content-handbook [Reprint this
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