WRITING FOR WEB SCANNERS
It’s time to swallow your pride and face facts – visitors to your website aren’t going to put the same effort into reading you web content as you do writing it. If you’re lucky, a reader will scan your headlines, bolded items, and the first sentence or two of your paragraphs.
You can’t expect visitors to read every single page on your website. So make sure that you get your message across by repeating key information – especially your company and product differentiators – on multiple pages. Go ahead and direct readers via strategic links to your warranty, special offers, product benefits, and other important information, just in case they happened to miss one of your main points on another page.
Don’t overlook one of the most essential pieces of information: your contact information. Don’t make readers search for your contact information — frustrated visitors may leave your site if they can’t find what they’re looking for. Clearly marked contact information – including a phone number, email address, and physical address, if possible – is necessary for establishing credibility. Include a “Contact” button on your navigation, and put your contact info at the bottom of every page.