Most people browsing the internet read the first paragraph; glance at the sub-headings; and hit the back-button before they reach the end of the first page. They rarely use the internet for reading. They skim, flick, and click.
Online Reading Patterns
Readers focus first on the top paragraph of your content, then skip to the top of the second paragraph to see if content is hype or substantial. They then skim the rest of your content.
This is also how people read newspapers before they decide what to read in depth so don’t assume your visitor is going to flee, just because they scan your text first. Visitors may bookmark, copy the text to a word processor, or print your article if they are interested.
One often overlooked issue is that many people go online to get a quick overview of things. They click numerous recommended links, often opening them in different tabs or bookmarking them. They are not adverse to reading, but they are not in the mental space they need to be in before they can read detailed information. When they are ready to read, they may choose to cut and paste the copy into another program or print it out.
Reading online is still more difficult than reading print. Screens are brightly lit which irritates the eye. The reader has to hold their head up, which affects blood flow to the brain. The screen resolution is poor (72 dots to the inch instead of 200-300) so the images are jazzy.
How to Improve the Readability of Your Online Text
- The opening few lines are crucial and should by punchy and contain valuable information.
HEADLINES
A typical lecture starts by telling the audience what the topic is and what they will learn. Tables of Contents in a book tell you what topics are covered. Headlines act the same way in newspapers and online. The headings should summarize the topics under consideration.
- Headlines let people know how you will cover the topic and break up the text into readable chunks, esp important when so many are poor readers.
- Search engines only read the first 65 characters
- Active voice, strong verbs, the present tense, and the keywords up front work for search and visitors alike
- Practical HOW-To styles headlines tell people what they will hear.
BODY COPY
Think about your audience and your reasons for writing. Almost 1/2 of North Americans have only basic reading ability. Many others are reading in a language that is not their native tongue. Most of them are in a bit of a hurry. However, dumbing down a good argument may not be appropriate. Remember
- Clear writing is always best. Even if the audience is sophisticated, a muddled argument will work against your being understood.
- Clear and simple language helps translators render the copy in other languages.
- Slang, idioms, irony, overly descriptive, or potentially misunderstood phrases impede your readers’ ability to understand your message.
- While you might not choose to eliminate all bias, remove any that are irrelevant to the argument.
- Make sure reading the headlines only summarizes the story.
End with an action item. The reader invested in time in your article, what should they do with what they learned?
- Link to related articles
- Provide an opportunity to subscribe to your newsletter or RSS feed or to bookmark your page
- Link to additional information about you and your organization
- Let readers comment and share