Readers of the Web skim while print readers read. In a nutshell, this is without a doubt the most important fact which those who write for the web must remember. Even avid readers who read a wide variety of print materials on a regular basis will still read differently when they are reading on their computer, iPad or other electronic device. Not only do web writers skim content, they flat out ignore details in order to read faster and may even forego traditional left-right viewing habits in order to read more quickly. Skimming habits dictate that readers focus on the headlines, summaries and captions while quickly skimming the copy. Very little in-depth reading will take place other than for the shortest paragraphs. Should you nab a reader who does read the entire web page from start to finish, they will still have likely only absorbed some 75% of the entire content.
Why the Different Reading Styles?
Reading web content from a computer monitor not only vastly increases eye strain and fatigue it is at least 25% slower for most people than reading from the printed page. Rather than the traditional left to right reading pattern, most web users will scan center, then left, then right. Generally speaking the only time a web user will read in the left to right pattern is when they are reading text with a clear intention of both reading the entire text and fully understanding the content. Even in the case where the reader has the intent of reading the entire page, the eyes will still tend to skip from word to word, making small backward movements.
Keeping it Short and Simple
Should the reader be scanning quickly to garner information—as most web reading is done—the eyes will skip randomly from sentence to sentence or paragraph to paragraph in order to find the critical information in the quickest way possible. For most of us who are seeking specific information, when a quick scan doesn’t reveal that information we will click away from the website onto another one without a second thought. Remember too that when web readers click onto a page with a huge amount of text, they are much less likely to even give the page a cursory scan.
Print Content Controls the Reader
Unlike web content, most print content is written with a clear introduction, a series of carefully crafted arguments and a final conclusion. Information is presented in a logical sequence with outside clues peppering the pages. In short, print content is linear while web content is not, and print content is author-driven while web content is more likely to be reader-driven. Most people who read specific types of books have read the same type of book in the past and will likely read more of them in the future, therefore each genre has a particular type of written “formula” to follow in order to keep a firm hold on their readers.
The printed word has a kind of control of its reader that web content simply does not which is the primary reason web content must grab the reader’s attention—and hold it—using short paragraphs and sentences as well as eye-catching headlines and informative paragraph headings. While print content tells a story, the only goal of web content—at least most of the time—is a single-minded pursuit of actionable content.
Web Readers are Skeptics
Web readers are much less likely to believe hype and to require that claims be firmly backed up with facts. Even considering that humans are skeptical by nature the Internet can turn even the most trusting of us into a pure cynic. After all, the web is filled to the brim with a fair amount of poorly constructed content, claims bordering on the outrageous and graphics practically jumping off the pages vying for our attention.
If you remember nothing else when writing for the web, remember to cut your copy by at least 50%, write in short, concise paragraphs with engaging headlines and never forget that most web users have a specific goal in mind and will ruthlessly reject most anything the site is attempting to push. Further, if you are a former print writer, remember that a print reader fully expects to follow the author’s lead while web readers are intent on constructing their own experience by piecing together information from many different sources. Following these web writing rules will ensure your web content is read—um, skimmed—by many!
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