Lead With the Key Point in Paragraphs and Headings
People scanning a web page read the first two paragraphs and the first words of headings and links more than anything else on it (Nielsen Norman Group, 2017). The rest of the text gets far less attention.
What the research observed
Nielsen Norman Group’s eye-tracking work on scanning shows that attention is heaviest at the start of a page and at the start of each line. People read the opening paragraphs more fully, then move down the page and read only the beginning of headings, list items, and links before deciding whether to continue. The guidance that follows from this: front-load the first two paragraphs and start headings and links with the information-carrying words (Nielsen Norman Group, 2017).
Scanning is a series of quick decisions. A visitor reads enough to judge whether a section answers their question. If the first few words do not signal relevance, they move on.
What it means for a business website
Many service pages open with company history or a general statement about quality before saying what the business actually does. A visitor who reads only the first two paragraphs may leave without learning the service, the area served, or how to get started.
Headings have the same problem. “Our Approach” or “Why Choose Us” tells a scanner nothing about the content below. “Same-Week Installation in Tacoma” or “Flat-Rate Pricing for Monthly Bookkeeping” carries the point in its first words.
Links work the same way. “Read more” or “Learn more about our services” puts filler first. “Pricing details” or “Service area map” starts with the word the visitor is looking for.
What to do
- Rewrite the first two paragraphs of each key page to state what you offer, who it is for, and the next step.
- Replace label-style headings with headings that state the specific point of the section.
- Start every link and button label with its most specific word.
- Move background and history further down the page.
Sources
- Pernice. F-Shaped Pattern of Reading: Misunderstood, But Still Relevant. Nielsen Norman Group, 2017.