Scannable text
People rarely read Web pages word by word; instead, they scan the page, picking out individual words and sentences. 79 Percent of our test users always scanned any new page they came across; only 16 percent read word-by-word.
As a result, Web pages have to employ scannable text, using
- highlighted keywords (hypertext links serve as one form of highlighting; typeface variations and color are others)
- meaningful sub-headings (not “clever” ones)
- bulleted lists
- one idea per paragraph (users will skip over any additional ideas if they are not caught by the first few words in the paragraph)
- the inverted pyramid style, starting with the conclusion
- half the word count (or less) than conventional writing
https://www.nngroup.com/articles/how-users-read-on-the-web
Teksten die klanten nieuwsgierig maken