Did you know we use five different coping strategies to scan a web page? It’s just a simple fact of neuroscience: The human eye is built for scanning on digital screens. But you need your customers to read. You want to build web pages that encourage scanning, but also invite them to commit to reading.
There are five different scanning patterns that people use when scanning web pages: F-shaped, Layer cake, Bypassing, Spotted and Commitment. But there are three types of pages that will cause your customers to bounce like rubber balls right off your site. Learn how to avoid them below.
3 Web Moves to Avoid
- Don’t Shout: You know those web pages make everything important? They assign no visual hierarchy to pages so that the customer has no idea where to look first. These pages are cluttered with too much content, not enough use of different types and sizes of fonts and no focus. Clean up your pages by working with excellent web designers who understand how to create white space and anchors for the eyes.
- Organize: What’s the most important thing you want your customer to know after scanning your page? Where’s the call to action? Are you using words your customers know? Organizing information for the reader is the most important thing a web writer does. Too often I read web pages where the lede is so buried, it would take 1,000 archaeologists and Indiana Jones to dig it up. Elevate your main point and lose the rest.
- Prune: The most beautiful spaces in the world understand the balance between too much and too little. Americans are bombarded by 5,000 messages a day. Your job is to help your customers focus. So prune out unnecessary side bars or calls to action.
P.S. You can learn more about the 5 patterns we use to scan pages, as well as how to create fantastic web copy that converts by taking one of Ahava’s digital copywriting classes. These workshops are custom designed for your company and take your team from a group of print writers to digital writers who understand organic SEO, how to construct and write powerful web pages and calls to action and how to design content marketing campaigns that convert.