MOST PEOPLE DON’T READ WEBSITES

HERE’S WHY, AND WHAT YOU CAN DO ABOUT IT

We’ve got some bad news: after all those hours you spent crafting the perfect website copy, most of your visitors won’t actually read every word. In fact, a study by the Nielsen Norman Group revealed that only 16% of users read website text word for word. The rest? A staggering 79% of them just scan the page.

So what does that mean for you? Your website's content needs to be optimized for scanning, not reading. Let's break down what this means, why it matters, and how you can make your website more engaging for your visitors.

The Problem: People Don’t Read Every Word

When users land on a website, they typically have a specific goal in mind. Whether they’re looking for information, trying to solve a problem, or browsing products, they want to find what they need as quickly as possible. In most cases, this means skimming the page rather than reading every sentence.

We’ve all been there. You're browsing the web, and instead of carefully reading through long paragraphs of text, you quickly scan the page, looking for keywords, subheadings, bullet points, or anything that stands out. This “scan-first” behavior is largely due to the way we process information online — our attention spans are shorter, and we’re more likely to bounce off a page if we can’t find what we're looking for in a few seconds.

The Solution: Make Your Website Scannable

Understanding that people are skimming your content instead of reading it word by word can help you design your site more effectively. Here are some tips to make your website more engaging and user-friendly:

1. Use Keywords and Subheadings

Keywords are critical for SEO [Search Engine Optimization], but they also play a big role in helping users quickly identify what your page is about. Incorporate relevant keywords throughout your content, but don’t overdo it. Make sure your subheadings clearly outline the sections of your page, giving visitors an easy way to jump to the information they’re looking for.

Subheadings break up large chunks of text and act as signposts that guide users down the page. Think of them as shortcuts to the information they need. When users scan, they will likely skim these headings first to decide whether the content is relevant to them.

2. Embrace Bullet Points and Lists

Bullet points, numbered lists, and short paragraphs are your best friends when it comes to readability. People love lists because they are digestible, easy to follow, and can convey a lot of information in a condensed format. If you want to highlight important features, benefits, or steps, consider using bulleted or numbered lists.

For example, instead of writing long paragraphs describing your product's features, list them out. You’ll help your visitors digest the information more quickly, and they’ll be more likely to stay on the page longer.

3. Keep Text Short and Concise

Although SEO benefits from longer, text-heavy pages, brevity is still important for user engagement. When people scan, they’re not interested in wading through long, dense paragraphs. Instead, try to convey your message in as few words as possible. Use short sentences and cut out any fluff. This will not only help with scannability but also make your content feel more accessible.

Consider using a bulleted list to explain complex ideas or breaking up long paragraphs into smaller chunks. If you can get to the point quickly, visitors are less likely to click away.

4. Incorporate High-Quality Visuals

Visuals are more than just eye candy — they play a crucial role in engaging visitors and making content more scannable. Images, videos, infographics, and charts can all convey information in a way that text alone cannot. A high-quality graphic can illustrate a point much faster than paragraphs of copy. It adds variety to your page and breaks up blocks of text.

One thing to note: be mindful of your file sizes. Large images that take too long to load can drive visitors away. Use optimized images to ensure fast load times while still benefiting from visuals.

5. Use Hyperlinks and Calls-to-Action

When users scan a page, they’re often looking for next steps. “What do I do now?” Hyperlinks and well-placed calls-to-action buttons [CTAs] are essential for guiding visitors through your website.

Internal links [to other pages or blog posts] keep users engaged and on your site longer, and external links [to relevant resources, studies, or partners] can enhance your content’s authority. A well-crafted CTA button, like "Learn More," "Get Started," or "Shop Now," clearly directs users toward the action you want them to take, and it stands out visually from the rest of the content.

6. Write for Skim-Readers

Even though users might not read every word, the quality of your writing still matters. Clear, concise, and engaging writing can make it easier for people to scan and absorb the main points of your page. If your text is filled with jargon, confusing sentences, or excessive fluff, it’s going to be difficult for anyone to skim effectively.

Use short sentences, active voice, and simple language to get your point across. And remember: while SEO is important, it shouldn’t come at the cost of readability. Balance is key.

7. Use Color to Your Advantage

Color can help guide a user’s attention, highlight important information, and improve the overall scannability of your website. Use color to draw attention to essential elements of the page like call-to-action buttons. Color is also a great way to create a visual hierarchy on each page. The use of the right color combinations is also key to making sure your website is readable.

YOUR CONTENT IS VALUABLE 

Even though people aren’t reading every word on your website, that doesn’t mean your content isn’t important. It just means that the way you present it matters. For your website to succeed, you need to cater to the way people actually engage with online content.

So the next time you’re designing a page or writing copy, keep in mind that the easier you make it for users to scan your content, the more likely they are to stay, engage, and take action. Focus on using scannable text, quality visuals, and a clean layout that guides visitors through the content quickly and efficiently. And remember: it’s not just about SEO; it’s about creating an experience that’s intuitive, engaging, and user-friendly. 

And by making your website scannable and easy to navigate, you’ll improve both user experience and your conversion rates.