Did you know that you read differently on a screen than the way you read in print? Does your copywriting reflect this?
When you read print books, magazines, and newspapers, you tend to read methodically, meaning you’re more likely to read word-for-word.
But when reading from a screen, you’re much more likely to scan the text, taking in groups of words at a time. Eye-tracking research shows that nearly 80% of the time we scan like this when reading from a screen.
That means you aren’t reading everything you see on a web page or email. In fact, on average, only about 28% of the text on a web page is actually read.
This highlights a crucial point for academics and recruiters: the importance of crafting copywriting that is not only engaging but also scannable.
You must present important information in a way that stands out and can be quickly absorbed by readers. This is especially the case given the limited attention spans of readers online.
In this article, we’ll explore some key techniques for making your copy more accessible and easier to digest.
Use Plain English
Studies show that plain English can be understood faster than more complicated language. And that’s regardless of intelligence level, reading ability or age. See the Writing for Government web page to find out more about copywriting – writing best practice.
Plain English means preferring short, simple words over long, complex ones.
For example, instead of writing, “Candidates must possess the capability to facilitate and impart knowledge to undergraduates within a structured learning environment,” try: “You must have experience teaching students in a classroom.” Visit the Plain English website to download a free list of Formal vs Informal words.
The reason behind this is straightforward: people naturally converse in plain English. Using words that mirror everyday conversation makes your copy quicker to understand.
Plain English also creates a more relatable and trustworthy tone. It breaks down barriers between the writer and the reader, fostering a sense of connection and understanding.
Academics and recruiters often need to persuade people to take action with their copy. Sticking to plain English makes a significant difference in how effectively your message is received.
Short Sentences
The American Press Institute’s analysis of 410 newspapers revealed a correlation between sentence length and understanding. Other studies and research have shown similar findings.
The findings indicate that short sentences rule: readers understand 100% of online content with sentences averaging 8 words or less. It also found that readers understand less as sentences get longer, plummeting to less than 10% for sentences averaging 43 words.
This stark difference underscores the importance of brevity in writing. Short sentences make it easier for readers to process information, leading to better understanding and retention of your messages.
Short Paragraphs
Large blocks of text can be daunting and often discourage readers from engaging with your content. Breaking down your copy into short paragraphs is another crucial technique to enhance scannability and reader-friendliness.
Short paragraphs create white space on the screen, making the text appear less dense and more inviting. This visual ‘breather’ allows readers to digest information in manageable chunks, which makes it easier to understand and remember.
Each paragraph should ideally focus on a single idea or point, providing a clear and concise piece of information before moving on to the next.
Break your copy up further by using images, video, and other graphics.
Headings and Sub-headings
Headings and sub-headings play a vital role in structuring longer pieces of copy. They serve as signposts that guide readers through the text, allowing them to quickly find the information they’re interested in.
By clearly labelling sections with descriptive sub-headings, you make it easier for readers to scan the content and jump directly to the parts that are most relevant to them. This also increases the likelihood that your key messages will be seen and understood.
Conclusion
In the digital realm, where information is abundant and attention spans are short, the clarity and readability of your copy are more important than ever. Writing copy that’s easy to digest is essential if you want to capture your audience’s attention and deliver information quickly.
Here’s a recap of the principles covered above:
- Plain English: Simplicity in your word choice increases readability and fosters a friendly tone.
- Short Sentences: Clear and concise sentences of fewer than 20 words helps readers take in copy quickly.
- Short Paragraphs: Break up large chunks of text to make your content easy to scan.
- Subheadings: Guide readers to specific points and help them navigate lengthy content.
- Visuals: Use images, graphs, and charts to complement your writing and make key points that catch the eye.
If you apply these techniques your copywriting won’t get lost in translation. Instead, your communication will connect with the reader, even under the constraints of limited attention spans.
By understanding the ‘scan-don’t-read’ habits of online users, you transform your copy into clear and effective communication.
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