Writing for Scanners

We need to write content in a way that is quickly and easily digested by our website visitors.

Write Content That Is Easy to Scan

Website visitors have a short attention span and want to find answers to their specific questions very quickly without a lot of reading. Create information chunks instead of long or complex descriptions.

Questions to Consider When Crafting or Reviewing Content:

• What keywords are the most relevant?

  • What three to five words would site visitors use to search for this content?
  • Am I using these keywords in headings?

• Can I use fewer words to say the same thing?

  • Have I eliminated all adjectives and adverbs?
  • Am I using mostly simple sentences?
  • Can I simplify my sentences?

• Can I use simpler words?

  • Am I using jargon or technical terms?
  • Am I using clichés?
  • Is there a simpler version of a word?

• Am I being redundant?

• Do my paragraphs consist of three sentences or less?

• Are my sections short and clearly labeled with headings?

  • Do my headings use a parallel structure?
  • Do my sections consist of three paragraphs or less?
  • Do my headings provide a strong context?

• Am I using lists when possible?