Because people scan – not read on the Internet.
When designing a website for your small business, it’s important to think about how your visitors will interact with your website. Fact is, people don’t like to read while they’re researching a product or a service online, but they scan.
The heat map above illustrates this online behavior. When confronted with a website, most visitors will start scanning the page on a “F” shape-like pattern. From top left to bottom left and going left to right on paragraphs that may grab their attention. An average online user only spends about 4.4 seconds per 100 words on your website.
HOW TO IMPROVE YOUR SITE
Based on the findings above, try to improve the website for your small business with the following principles:
- Minimize the scrolling on your website.
- Make sure to put your most important information “Above the fold”.
- Summarize each paragraph in one sentence in bold as a “heading”.
- Use bullet points