Nobody reads your website! Why not?
Yes, the harsh truth is that most of your website visitors will not read any of your carefully-crafted prose.
Why is that? It’s simple. People don’t read websites. They scan them.
Most website visitors are there because they are looking for something. They typed it into Google and your website popped up. They then scan your page looking for it. If they don’t find what they are looking for, they will quickly move on to another site.
They are really not interested in reading all about you and your business. They want their problem solved or question answered. Fast.
Make your text scannable
To make sure that your website visitors can find what they are looking for, quickly and easily, make your web text scannable. This means:
* Headings and sub-headings
* Bulleted lists
* Short paragraphs – just a couple of sentences
* Short sentences
* Use of bold (sparingly) for key points
Keep your language clear and simple
Write in clear and simple English. No marketing fluff or technical jargon. Get your main point across in the first couple of paragraphs.
Setting out your web pages in this way means that visitors will find what they are looking for. Then they will feel comfortable with your site and start to engage with it and find out more about what you offer.
It’s not about dumbing down your content but about helping your busy, flustered website visitors realise that you can help them!