The Nielsen Norman Group conducted a comprehensive study, analyzing 1.5 million eyetracking fixations from over 300 participants. The result was a 355-page report uncovering the secrets to better online readability and usability.
One of their most significant findings? By implementing specific writing techniques, you can increase readability—and overall usability—by an impressive 124%.
3 Key Takeaways to Improve Readability
1. Use Concise Text
- What to Do:
- Cut your word count in half.
- Lead with the conclusion.
- Why It Works:
- Online readers skim rather than read every word. Concise text gets straight to the point, making it easier for readers to grasp your message quickly.
- Example:
- Instead of: “We are excited to announce our upcoming workshop, which will cover advanced marketing techniques to help your business grow over the next quarter.”
- Write: “Join our workshop to master advanced marketing techniques and grow your business next quarter.”
2. Create a Scannable Layout
- What to Do:
- Stick to one idea per paragraph.
- Use highlighted keywords to draw attention to important terms.
- Incorporate bulleted lists for easy digestion of information.
- Why It Works:
- Scannable layouts align with how users consume content online. Readers tend to focus on key points and visually distinct elements rather than blocks of dense text.
- Example:
- Before:
Our product offers a variety of features, including customizable templates, 24/7 support, and robust analytics tools that help you track performance. - After:
Key features of our product:- Customizable templates
- 24/7 support
- Robust analytics tools
- Before:
3. Use Neutral Language
- What to Do:
- Avoid exaggerated or subjective phrases.
- Stick to factual, objective descriptions.
- Why It Works:
- Overly subjective language can feel untrustworthy or salesy. Neutral language builds credibility and allows the reader to form their own opinion.
- Example:
- Instead of: “Our revolutionary platform will completely change how you approach marketing forever!”
- Write: “Our platform introduces tools that simplify and enhance your marketing efforts.”
Why These Strategies Work
- Adapt to Skimming Behavior:
Most users scan rather than read word-for-word. These techniques cater to their natural habits. - Enhance Clarity and Trust:
Clear, concise, and factual content resonates better with readers, reducing cognitive load and improving comprehension. - Boost Engagement and Action:
When readers can quickly understand your message, they’re more likely to stay on your site, engage with your content, and take desired actions.
The Bottom Line
By adopting these usability-focused writing techniques—concise text, scannable layouts, and neutral language—you can dramatically improve the readability of your content and enhance the user experience.
Want better results from your online content? Start writing for your readers, not yourself. 😉