Is Your Writing Readable? 3 Concepts to Master for Copy That Converts
By Isla McKetta
Source: Moz
[Estimated read time: 9 minutes]
You know you’re supposed to write scannable copy. But do you know why?
On the average Web page, users have time to read at most 28% of the words during an average visit; 20% is more likely.
– Jakob Nielsen
Nope, it’s not just that. Although the tiny fraction of attention readers have for your content is always important to keep in mind. But instead of another “write for the F-pattern reader” article, let’s dig into the psychological underpinnings of how readers process information. You’ll learn ways to make your content more memorable and how not to disenfranchise any audience members who struggle with legibility, however unintentional.
Don’t worry; you don’t have to immerse yourself in academic theories for the next three weeks. I’ve waded through those dusty tomes for you, and I’m here to report back on how readability actually works. I’ll also suggest some implications for your content. This’ll get a little wonky at times, but I hope you’ll learn something from my research. I know I did.
These are the concepts I’ll cover and where they fall on the legibility, readability, and comprehension spectrum:
- Chunking (readability)
- Word recognition (comprehension)
- Universal design (legibility)