What the research says
In Nielsen Norman Group's study, 79% of test users scanned any new page, and only a small minority read word by word. When the researchers rewrote a site to be concise, scannable and objective, measured usability rose by 124%. Concise text alone helped by 58%.
Their eyetracking work also found that readers often scan in an F-shape, along the top and down the left side. Put the words that matter where those eyes go.
Six habits of scannable copy
- Lead with the answer or the offer, then explain.
- Write subheadings that say what the section contains.
- Keep each paragraph to one idea and a few lines on a phone.
- Use lists for steps, options and what's included.
- Start lines with the words people look for.
- Cut every sentence that does not answer or reassure.
Specific beats clever
Vague phrases like "solutions you can trust" slow readers down. Specifics speed them up. Response times, service areas, prices, licenses and what a first visit includes all count.
Good example. "We repair AC units across Orlando, most within 24 hours. A diagnostic visit costs $89 and goes toward the repair."
Bad example. "We pride ourselves on delivering comprehensive climate comfort solutions with a commitment to excellence."
Keep each page on one job
A service page should not tell your company history, list every service and name every city at once. Readers scan for one thing. Give them that thing, prove it and show the next step.
These answers follow the same rules. Short answer first, plain words, one idea per paragraph. See what a call to action is. Our web design team writes or edits every page to these standards.