Writing for the web is different from all other formats. We typically do not read to any real depth on the web; we scan-read.

With the overwhelming amount of information available online, users tend to scan rather than read thoroughly. This behavior stems from information overload and the knowledge that countless other sources are readily accessible. For years, designers have focused on making text more readable online, but the key might be embracing the reality that users prefer to scan. Here’s how you can craft scannable, world-beating web content.

What is Scannable Text?

Eye-tracking studies from the late 1990s and early 2000s showed that about 80% of users scan a webpage instead of reading it thoroughly. Despite changes in web usage, scanning remains a dominant behavior, perhaps due to how our eyes naturally prefer to process information. Users typically scan web pages in distinct patterns:

• F-pattern

Users read in a horizontal movement across the top of the content area, forming the top bar of the F. They then move down the page slightly and read across in a second horizontal movement, forming the lower bar of the F, before finally scanning vertically along the left side of the content.

• Layer-cake Pattern

Users focus on headings and subheadings while skipping the text in between. This pattern resembles looking at different layers of a cake, allowing users to quickly assess the content structure and decide which sections to read more thoroughly.

• Spotted Pattern

Users selectively scan for specific keywords, numbers, or distinct visual elements. Their eyes dart around the page, landing on bits of information that stand out due to relevance or design emphasis. This pattern is common when users seek specific answers or data points.

• Zigzag Pattern

Users’ eyes move in a diagonal or zigzag motion across a webpage, often due to alternating text and images. This pattern naturally occurs as users scan from one element to the next, creating a zigzag trajectory.

• Lawnmower Pattern

Users scan content organized in a grid or table-like structure in a back-and-forth path, similar to mowing a lawn. They start at the top left, move horizontally, drop down to the next line, and continue horizontally. This ensures all elements are viewed systematically.

How to Write Scannable Text

To connect with readers effectively, here are strategies for writing text that is easily scannable:

1. Keep Paragraphs Brief

Short paragraphs help focus on a single idea, making it easier for readers to digest and retain information. This also prevents mental fatigue and maintains attention.

2. Use a Variety of Sentence Lengths

Mixing long and short sentences creates a dynamic rhythm, enhancing engagement and comprehension. Short sentences deliver impact and clarity, while longer sentences allow for nuanced expression.

3. Incorporate Bullet Points

Bullet points break down complex ideas into manageable chunks, making key points easy to grasp and remember.

4. Use Clear Headings

Clear headings provide a snapshot of each section, allowing readers to quickly locate specific information. This is especially useful in longer documents.

Conclusion

Writing effectively for the web means acknowledging that most users will scan rather than read deeply. By understanding and leveraging common scanning patterns—like the F-pattern, layer-cake, spotted, zigzag, and lawnmower patterns—writers can tailor content to meet the needs of a fast-paced, information-rich environment.

To create scannable text, use brief paragraphs, vary sentence lengths, incorporate bullet points, and craft clear headings. These strategies enhance readability and ensure key messages are conveyed efficiently, even in a quick scan. This approach respects the reader’s time and attention, catering to their scanning habits while delivering accessible and engaging content.

Ultimately, by adapting to the intrinsic behaviors of web users, writers can produce more effective and engaging online texts that stand out in a crowded digital landscape.