How do I write for people who skim?

Most visitors scan a page before they read it, especially on a phone. Writing for skimmers means making the important points jump out: the answer first, clear headings, short paragraphs and lists. It helps customers find what they need, and Google's starter guide recommends well-organized content that reads well too.

Tips

1. Lead with the answer. Say the most important thing in the first sentence or two.
2. Use headings that say something. "What it costs to get started" is more useful than "Information".
3. Keep paragraphs short, two to four sentences.
4. Use lists for steps, features and options.
5. Bold sparingly, only for the few words a skimmer must not miss.
6. Use plain words. Say "fix" instead of "remediate" unless your customers use the technical word.
7. Write link text that makes sense alone. Google advises avoiding vague link text like "click here". "See our roof repair service" is clearer.
8. Put one clear action near the top and again at the end.

A quick test

Read only the headings and the first sentence under each. If that gives a customer the main message, the page works for skimmers.

Common problems

• If a page feels like a wall of text, break it up at each new idea and add a heading.
• If visitors miss your phone number, put it in the header and next to your main button.
• If you have many headings in odd order, Google says heading order does not affect rankings, but a logical order still helps screen reader users and skimmers.

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