Writing for skimmers: how people actually read online

People don't read websites — they scan them. They skim headings, catch bold phrases, and jump around looking for what's relevant. Writing that ignores this loses readers; writing that embraces it keeps them.

How to write for scanning

• •Use clear, descriptive headings so people can navigate by them.
• •Keep paragraphs short — a few lines at most.
• •Use bullet lists for key points.
• •Front-load the important stuff; don't bury it.

Reward the skim

A reader should be able to skim your headings alone and still get the gist. Make that possible, and both casual scanners and careful readers get what they need.