People Don’t Read – They Skim
Most people don’t actually read websites anymore – they skim them. With more information available than ever before and less time to process it, users quickly scan a webpage to see if it’s relevant to them before deciding whether to engage further.
Some website owners realize this and try to eliminate most of their text. While that might make a website look clean, it removes essential content that users might want to skim. Without enough well-structured text, visitors may not get the information they need, and they’ll leave without taking action.
Real-Life Impact: Two Leaves and a Bud Tea Company faced usability and readability issues on their website. After redesigning it for better readability, they saw a 34% increase in revenue. This demonstrates the direct financial impact of making websites easier to read.
How People Skim Websites
Understanding how people skim can help you structure your website to be more engaging and readable.
- Headlines Matter: Skimmers read headlines, but only if they are short. Keep them under 4-5 words.
- Avoid Large Paragraphs: When visitors see a big paragraph, they often skip it entirely. Use short paragraphs and short sentences to keep their attention.
- Full-Width Text Is Hard to Read: Reading long lines of text is tiring. If possible, limit text width to half the screen or less.
- Bulleted and Numbered Lists: Skimmers are naturally drawn to lists, but only if they are concise. Keep lists to 5 items or fewer.
- Whitespace Is Essential: Spacing between sections, paragraphs, and text elements makes content more readable and prevents visual overload.
Example: Imagine you’re looking for restaurant reviews. You land on a page with a giant block of text versus another that has clear, short paragraphs and bullet points summarizing pros and cons. Which one would you prefer? Most people would go for the second option.
If you’re looking to enhance your website’s readability, check out our web design services to make your content more engaging and skimmable.
Provide a High-Level Overview First
People have been trained by their smartphones to expect a high-level overview of content first. This means your homepage or landing page should quickly communicate:
- What You Offer – The title should make it clear what your business does.
- Who It’s For – Tailor content to your target audience.
- What Problems You Solve – Help visitors understand why they need your service.
- Proof That You Deliver – Show testimonials, case studies, certifications, and reviews.
- How It Works – Provide a simple explanation of your process.
- How to Take Action – Make it clear how they can contact you or purchase.
Use Simple Language
You might think you’re already using simple language, but the ideal readability level for conversion is much lower than most people expect. According to Robert Cialdini’s Pre-Suasion, the best grade level for persuasive writing is Grade 3. That’s significantly simpler than most business websites use.
Why Simple Language Works:
- Easier to Process: People don’t have to work as hard to understand what you’re saying.
- Increases Persuasion: If something is easy to understand, it feels more credible and trustworthy.
- More Inclusive: A wider audience can grasp your message quickly.
Real-Life Impact:
La Quinta Inns & Suites improved the readability of their website, making it easier to navigate and scan. The result? An 83% year-over-year revenue growth, proving that a clear, easy-to-read website directly impacts the bottom line.
Keep It Short
- Sentences: Keep them under 20 words. Ideally, 12 words or fewer.
- Paragraphs: No more than 4 sentences each.
- Titles and Headings: Short and to the point.
- Lists: No more than 4-5 items.
- Bold Text: Use sparingly for emphasis.
- Navigation Menus: If possible, limit top-menu items to 5. More than that forces visitors to read everything instead of quickly scanning.
Choose Readable Fonts
Typography matters. Avoid decorative fonts, handwriting-style fonts, or anything that looks complex. Stick with:
Serif Fonts (Best for Print)
- Times New Roman
- Georgia
Sans Serif Fonts (Best for Screens)
- Arial
- Helvetica
- Verdana
Sans serif fonts are generally easier to read on digital screens, which is why they are widely used for websites.
If you’re thinking about enhancing your website’s typography, we offer tailored revenue growth consulting to improve conversions.
Layout Matters
Whitespace isn’t just for aesthetics – it significantly improves readability. Research from Nielsen Norman Group suggests proper use of whitespace can increase comprehension by up to 20%.
Real-Life Impact:
(un)Common Logic helped a health college improve their website layout and readability. The result was a 233% increase in organic lead volume and a 93% increase in conversion rate, highlighting the importance of well-structured, easy-to-read content.
How to Use Whitespace Effectively:
- Don’t cram everything together – add spacing between sections.
- Ensure good line spacing – don’t let lines be too tight.
- Limit full-width text – long lines are harder to read.
- Use large headlines – but not too large to the point of distraction.
- Balance whitespace – avoid excessive empty space that makes the site feel incomplete.
Visual Hierarchy Guides the Eye
A well-structured page naturally draws attention to key areas.
How to Improve Visual Hierarchy:
- Emphasize Key Elements: Use different font sizes, weights, and colors to create contrast.
- Maintain Consistency: A structured layout helps users know where to find information.
- Use Headings and Subheadings: These guide the reader’s eye.
Example: Think about a newspaper. Headlines are bold and large, subheadings are smaller, and body text is smaller still. This hierarchy helps readers navigate easily.
Avoid Jargon and Technical Terms
Unless you are writing for an audience that expects technical language (e.g., medical professionals or engineers), avoid jargon. Write as if you were explaining your product or service to a friend who knows nothing about your industry.
Example: Instead of saying, “We offer AI-powered predictive analytics solutions,” say, “Our tool helps you predict future trends in your business using AI.”
Test Your Readability
Before publishing, test how readable your content is.
Tools to Use:
- Flesch-Kincaid Readability Test (built into Word and online tools)
- Hemingway Editor (highlights complex sentences and suggests simpler alternatives)
- Readability Calculators (available online)
Final Thoughts
Making your website easy to read isn’t just about aesthetics – it’s about usability, persuasion, and conversion. By structuring content for skimming, using simple language, keeping things short, optimizing fonts and layout, and testing readability, you can create a website that engages visitors and drives action.
When people land on your site, they should immediately understand what you do, why it matters, and what to do next – without effort. If your website is easy to skim, easy to understand, and easy to act on, you’ll have a winning formula for success.