Text people scan.
HOW PEOPLE READ ONLINE
They scan for what they need.
WHAT THAT DEMANDS
Headings that describe Short paragraphs The point early Scannable structure
WHAT TO PUT AT THE TOP OF ANY PAGE
What this page is about, and who it is for.
WHAT A HOME PAGE MUST ANSWER IMMEDIATELY
What you do Who for What to do next
WHY IMMEDIATELY
Visitors leave within seconds if uncertain.
WHAT TO AVOID
Abstract statements of mission Long blocks of text Vocabulary customers do not use
WHAT VOCABULARY TO USE
Theirs.
HOW TO FIND IT
Support tickets, sales conversations and search terms.
WHAT PAGES TYPICALLY UNDERPERFORM
Those describing the company rather than the customer's problem.
WHAT TO INCLUDE ON SERVICE PAGES
What is included What it costs, or how pricing works What happens next
WHY PRICING MATTERS
Its absence loses visitors who will not enquire.
WHAT TO WRITE FOR SEARCH
Answers to questions people actually ask.
WHAT NOT TO DO
Repeat terms unnaturally.
WHAT TO CHECK
That every page has a purpose and an action.
WHAT TO REVIEW
Pages that visitors leave immediately.
