It’s the best-read element on your Web page
Decks — those one-sentence summaries under your headlines — do the heavy lifting on a Web page.
Indeed, according to The Poynter Institute’s Eyetrack III study of reader behavior:
- 95% of visitors to a Web page read all or part of the deck. That’s huge when compared with any other element on the page.
- Visitors spend five to 10 seconds, on average, looking at the deck. That seems like a flash, but it’s actually a substantial investment in a scanner’s time.
- Decks “may be the only thing many readers view,” Eyetrack III researchers say.
If you want visitors to pay attention to your point, the researchers say, put it in the deck. Yet too many corporate communicators drop this power tool of communication.
The ROI on display copy
Draw readers in, reach flippers and skimmers
Decks are the best-read element on a Web page, according to The Poynter Institute’s Eyetrack III research. Headlines get more than twice the readership of body copy. Captions get read 16% more often than paragraphs.
Display copy — headlines, decks, subheads, captions, links and so forth — get the most readership of all of the copy we write. So why not put your message where your readers are: in the display copy?
At Catch Your Readers — a two-day writing Master Class on April 20-21 in Atlanta and on June 28-29 in San Diego — you’ll learn how to get your message across to flippers, skimmers and other nonreaders with display copy.
You’ll find out how make your copy 47% more usable just by adding a few simple elements. You’ll discover how to multiply readership by passing The Palm Test. And you’ll walk away with a tool you can use to get the word out about your key messages — even to those who spend just 10 seconds on your piece.
Our discounted early bird tickets for the Atlanta workshop are long gone. But you can still nab a seat for yourself and a colleague if you act fact.
Don’t miss out. Register now.
Polish your skills at our 2016 Master Classes
Learn to Catch Your Readers, Get Clicked, Cut Through the Clutter and more