illustration of a panda scanning the web enjoying morning coffee.

Scrolls and Scanners: Effective Techniques for Writing for the Web

Picture this: Scrolling through the web, you’re sipping your morning coffee when a catchy headline grabs your attention. Do you read every single word in the article? Probably not.

You, like most people, are a scanner—skimming the page for the best parts trying to figure out if you want to take the time to read the whole lot of information. Your website visitors are no different, which is why writing for the web demands a unique approach.

Writing for the web is different.

Most folks skim through content, hunting for that golden nugget of information that’ll help them decide if it’s worth their precious time. Scrolling goes hand-in-hand with scanning, and to make your website irresistible to your visitors, you need to accept and adapt to this reality.

Let’s jump right into the essentials of web writing that’ll make your website visitors go from skimmers to readers.

Make Your Headings Work Overtime

It all starts with a good headline. Remember what’s the first thing you notice when scrolling? The headings, of course!

Headings should be clear, concise, and descriptive. Think of them like the GPS for your content, guiding your reader through your website’s terrain. A good heading does more than just catch the eye; it serves as a roadmap for your content.

Break It Down: Digestible Sections

Let’s be real; nobody wants to look at this long, long wall of text that seems to go on forever.

Divide your content into smaller, easily digestible sections, making it simpler for readers to absorb and understand the information. Instead of devouring the entire pizza in one go, savor a few scrumptious slices.

By breaking your content down, you’re allowing readers to consume your message at a comfortable pace.

  • Keep paragraphs short and focused.
  • Use bullet points or numbered lists to present key points.
  • Visuals like images or videos can add variety to your content.

Wrap It Up With a Bang

You’ve engaged your reader and navigated them through your content—now it’s time to wrap things up effectively.

A solid conclusion should summarize your main points, emphasizing their importance and relevance to the solution. To make your content even more actionable, be sure to include a clear call to action that directs your readers toward their next step.

This could involve contacting you for more information, downloading a resource, or purchasing a product or service.

By providing a specific action, you help your audience to move to the next logical step.

The Takeaway of web writing

Writing for the web is different, but it doesn’t have to be hard. Keep in mind most readers scan and scroll through the pages to see if it’s fluff or sustenance.

By embracing the scrolling-as-scanning approach, you’ll give your website the boost it needs to become a truly effective marketing asset. It’s time to tap into the power of web writing to create an online presence that truly stands out and leaves a lasting impression on your readers.

If you’re ready to put these web writing tips into action and optimize your website, know that you’re not alone. We are dedicated to providing genuine advice, and tailored service, designed to empower you to achieve your goals. Reach out when you’re ready, and let’s collaborate to craft a website that truly shines and delivers the results you deserve!

Let’s turn your scanner and lurkers into faithful readers and solution seekers.