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Page structure

Eye tracking studies show that users read at most 28% of the content on a webpage. We aim to organize and write content to support the online reader.

Structuring content

Scanning is a common behaviour online where users quickly read over copy and pick out only the points that interest them.

F pattern
Break up your content into chunks and use meaningful headlines and keywords to support them. Why? Users don’t often read copy thoroughly; rather, they quickly look for information that’s important to them by first scanning along the top of the page and then move downward along the left-hand side.
Readers scan the top of the page, then downward along the left hand side. This path draws an ‘F’ pattern.
Inverted pyramid
Users need to be enticed to scroll down the page. Put the information that’s most valuable to them within the first 2 paragraphs of the page.
Most important information: What? Why? How? Supporting information: Pricing charts, guides. Less important information: Support links, cross-sell, blog
Bulleted lists
Use bulleted lists to make information easily digestible. These lists can be ordered (best for sequential steps) or unordered. Be sure to check out our more specific grammar rules for bulleted lists.

Writing guidelines

Use plain language

Avoid all jargon and aim for an 8th-grade reading level. See readability tools below to check your work.

Keep it simple

Try to keep sentences between 60 and 70 characters in length and focus them to the point. Use one idea to build each paragraph.

Make words come alive

Make your verbs active and not passive. This helps shorten your sentences and makes them more engaging to read.

Bold sparingly

Bold keywords to draw the user’s eye to relevant information. Be careful not to overuse this tactic as it may lose its impact over time.

Think channel agnostic

Consider how content will live on different channels. When adapting print material for online consumption, understand how a reader will digest it differently. If users are accessing content on their mobile phone, it’s even more important to focus their attention.

Testing readability

Once you’ve conquered your first draft of content, run it through a readability test to get a quick sense of how easy it is to digest.<p/p>

Here are a few free online tools you can use:

Like all forms of design, the writing process is iterative. Write, test, and repeat!