People look all over the place when they first land on a page. Eye tracking studies have shown people tend to look at websites in an ‘F’ pattern, but it’s not quite that simple.
People don’t read what they look at– they scan for keywords
People skip almost anything if they can avoid it. They focus on the areas they feel will be most useful to them – usually the navigation across the top and down the left hand side.
Tunnel vision
When people land on a site, they are arriving with a specific task in mind – they won’t look at all the other things your site has to offer. Readers also avoid content that looks like an advert – such as site banners.
- Obvious answers: Readers will give up and look elsewhere if the answer they are looking for is not immediately obvious.
- People are happy to click IF your site flows: You will drive visitors away if they have to click through levels where they must stop and think where to go next.
- Users scroll without even realising it: The key is to ensure people are aware that more page content is below the fold. Avoid points on the page where the content cuts off.
10 Tips to encourage reading
- Clear sub-headings
- Start each page/paragraph with the conclusion
- One idea per paragraph
- Ruthlessly cut down the word count
- Minimise instruction text
- Highlight keywords
- Use lists/bullet points where possible
- Use images instead of words
- Ensure your site banners are mostly text
- Check that your site flows
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{ 3 comments… read them below or add one }
Excellent points! though I would add checking your text for typos, spelling and grammar mistakes.
Writing mistakes do reflect negatively on your content and might drive surfers away rather than entice them to continue reading.
This is very helpful. I have been trying hard to put on quality on my content but these pointers here are the things I’m not ware of.
Thanks for sharing the information. Keep us updated.
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