Formatting web content

People Don't Read, They Scan

Studies show people read only 20-28% of web page text. Structure your content for scanners.

The F-Pattern

People scan in an F shape:

1. Across the top
2. Down the left side
3. Occasionally across again

Put important info in these zones.

Formatting Rules

Short Paragraphs

• 2-3 sentences max
• One idea per paragraph
• White space is your friend

Subheadings

• Break up long content
• Make them descriptive
• Use H2, H3 hierarchy

Lists

• Bullet points for items without order
• Numbered lists for steps/sequences
• Keep list items short

Bold Key Phrases

• Highlight important points
• Don't bold entire paragraphs
• Use sparingly for impact

Before/After

Before:

Our company has been in business for over 50 years and we pride ourselves on delivering quality products to our customers while maintaining competitive prices and excellent customer service that keeps people coming back.

After:

50+ years in business. Quality products, competitive prices, service that keeps customers coming back.