Make web content easy to scan

Most people won’t read every word on a web page. They scan the page to find what they’re looking for.

You should make web content easy to scan. This is one of my 7 golden rules for user-friendly web content.

Use these elements to make the page easier to scan:

Intro text

The first sentence (or two) should tell the user what the page is about, even if this feels repetitive.

That’s because readers use the first sentence to orientate themselves and work out if they’re in the right place.

Meaningful sub-headings

Sub-headings help readers jump to the section that’s relevant to them.

Use sub-headings for the main tasks the user can do on the page. You can also use headings to show information for different audiences, e.g. new customers or returning customers.

One idea per paragraph

Short paragraphs with just one or two sentences are best on the web. Avoid ‘walls of text’.

Bulleted lists

Make prose easier to read with bulleted lists.

Replace walls of text like this:

Beckenham Library, Chislehurst Library, Penge Library, Orpington Library, St Paul’s Cray Library and West Wickham Library will be open Monday to Saturday from 10am to 2pm.

With easy-to-scan lists like this:

The following libraries will be open Monday to Saturday, from 10am to 2pm:

• Beckenham Library
• Chislehurst Library
• Penge Library
• Orpington Library
• St Paul’s Cray Library
• West Wickham Library

Start with the most important information

Use the inverted pyramid approach. Put the most important information at the top and the least important at the bottom.

If you’re not sure what is the most important information, look at the available data. What would be most helpful to your user? If most users are trying to do a particular task, that’s the one to put at the top.

Meaningful link text

Clickable links should always use meaningful phrases that make sense out of context.

Whatever you do, avoid using ‘click here’ as your link text.

If someone sees only the clickable text and nothing else, will it be clear what the link is about?

A simple way to improve web content

Improving scannability can be a quick and simple way of making a web page more user-friendly.

You can do it even if you don’t have much time, or you’re not allowed to change the text too much.

Making web content easier to scan is a strong step towards clear, user-friendly web content.