The internet has turned most people into scanners. That is, they don’t have time, or want to make time, to read a lot of content on the web. They want to arrive at a site, find what they want and get on with their lives.
Which can be rather disappointing if you’re a good content writer. So what’s “The Secret behind Getting People to Actually Read What You Write?” That’s the title and subject of Abigail Rossbach’s recent article at FathomSEO.com.
Rossbach says you need to do three things before you sit down to write your next blog post, website update, etc:
Step 1: Admit it: People today scan more than they read.
Step 2: You need to quell their urge to scan.
Step3: Implement scan-busting methods that get people to stop scanning and start reading.
To do that, Rossbach says, is simple use of the “Three S’s:” Substance, Subheads and Scannability.
Substance: Your content needs to have value. People only read when they are expecting to get some benefit out of it. That benefit could be more information, a price, ingredients, materials, etc. Start by creating a headline that screams “Look at me!” Rossbach says.
Subheads: Subheads are vital on a web page. Why? They break up copy blocks. They organize what you’re talking about. And most of all they allow scanners to find what they’re looking for. Think of subheads as mini-headlines, because that’s what they are.
Scannability: Finally, Rossbach discusses the need for making your article ultimately scannable. Format your message in to manageable, meaningful sections. When the scanner finds what he wants, he’s yours. That’s why every sentence of your content should be entertaining and make a point.
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