According to Jakob Nielsen, an expert on Web usability, 79 percent of Web users scan online text. So if you want your message to be read by more than a fifth of your audience, you must write for scanners. Kathy offers 10 tips for writing tight, scannable copy.
If you're following my progress through the seven qualities of good Web writing, I'm now on numbers 3 (brevity) and 4 (scannability and readability).
Years ago, when I taught writing at a university, I often used the following sentence from the first paragraph of "Moby Dick" as a splendid example of a periodic sentence:
"Whenever I find myself growing grim about the mouth; whenever it is a damp, drizzly November in my soul; whenever I find myself involuntarily pausing before coffin warehouses, and bringing up the rear of every funeral I meet; and especially whenever my hypos get such an upper hand of me, that it requires a strong moral principle to prevent me from deliberately stepping into the street, and methodically knocking people's hats off -- then, I account it high time to get to sea as soon as I can."
For you non-English majors, periodic sentences are long, complex sentences, often with several introductory clauses, in which the main point is delayed until the end for dramatic effect. They're like gourmet meals that build to a flaming dessert: extravagant, delicious, climactic.
But they don't belong on Web sites, because they can't be scanned -- and 79 percent of readers on the Web scan.
So, with apologies to Melville, I've rewritten his sentence for the Web:
I must go to sea when:
It's a quick read -- easily scanned, easily grasped. To make it even easier to scan, I bolded important words (I have mixed feelings about bolding words to make online text easier to scan -- more on this next time).
Just for fun, here's the sentence rewritten for a Web-enabled phone (four lines per screen, each with a maximum of 12 characters):
Of course the sentence has lost its grandeur in both translations. But the Web isn't about communicating with grandeur. It's about communicating with speed.
Perhaps the 21 percent of readers who don't scan online would be willing to read a periodic sentence on a computer screen. But would anyone click through 14 screens to read it on a phone?
Ten Tips for Writing Tight, Scannable Copy
Write for scanners. That way, 79 percent of your readers will be more likely to get your message. And the rest will appreciate the time you save them.
Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!
Hong Kong, October 21-22
London, November 13-14
San Francisco, November 13-14
London, November 18-19
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.