Only 20% of website content actually gets read
One of the byproducts of the modern digital era is: we don’t read anymore, we scan.
Despite there being no poll to verify this, we think it’s safe to say if given the choice the average mortal would rather do 10 push-ups than read several large paragraphs of text in succession.
(We’re of course singling out business and consumer communications and not recreational reading).
Why we’ve become scanners is less important than what we should do about it.
But for the curious, here are two reasons why:
- It’s simply not as comfortable to read large volumes of text on a screen, let alone a small mobile one where most all digital content is being consumed.
- In general, we’re looking for specific answers or information, once we’ve found it we’re good, or if we can’t find it quickly, we’re clicking back and looking somewhere else.
So what does this mean for your website?
Here are a few guidelines to keep in mind as you create new content or review your existing copy for improvements:
The guidelines above are actually pretty straightforward to apply. The hardest part will be applying a little objectivity. When you consume other company’s content, it’s easy to critique. When it comes to our own there’s a little “but everyone loves reading about our history.”
Up for a little test: Go on about your day. When done think back to how you engaged with business sites you interacted with. We’re willing to bet you didn’t consume large quantities of text or info. You simply scanned for the info you were looking for and once found went on about your day.
So when it comes to your websites content, remember the adage: less is more.