How to Write Scannable Web Content That People Actually Read

Most people don't read web pages word by word. In a well-known 1997 study, usability researcher Jakob Nielsen found that 79% of test users scanned pages, while only 16% read word by word. Writing for scanners means readers find what they need, and stay to read more.

1. Put the answer first

Start with the main point or the answer to the reader's question, then add detail. Many readers decide from the first two sentences whether to keep going.

2. Write headings that say something

• Use headings as signposts: "How to cancel your subscription" beats "Overview".
• Put the key words at the start of each heading.
• A reader who reads only the headings should understand the outline of the page.

3. Keep paragraphs short

One idea per paragraph, usually two to four sentences. Long blocks of text get skipped, especially on phones.

4. Use lists for lists

• Bullets for options, features or tips.
• Numbered steps for anything done in order.
• Tables for comparing several things across the same details.

5. Bold sparingly

Bold the few phrases a scanner should catch, such as key terms or warnings. If everything is bold, nothing stands out.

6. Make links descriptive

"See our guide to blog post length" tells readers where they're going; "click here" doesn't. Descriptive links also help screen reader users and search engines.

7. Write plainly

• Short sentences and common words.
• Active voice: "Click Save", not "Save should be clicked".
• Cut introductions that repeat the title.

Check your draft

• Read only the headings and bold text. Does the page still make sense?
• Look at it on a phone. Are any paragraphs longer than the screen?
• Use a readability checker. The readability scorer rates how easy your text is, and Hemingway Editor highlights long sentences.
• Word Counter shows the words, sentences and paragraphs on a published page, a quick way to spot sections that run long.

Scannable isn't shallow

Good structure helps readers find the depth they want. Detailed, original content still wins; scannable formatting just makes it easier to use. For showing readers how long it takes, see calculating reading time.