They’re ‘the most important thing you can do’ online
Think of subheads as the icing on the cake.
Skimmers look at subheads to learn what content you’re offering on a webpage, blog post or news release. This creates the layer cake eye-gazing pattern — on an eyetracking heat map, it shows up as a series of horizontal lines.
That helps visitors find what they want quickly.
Without subheads to guide the way, web visitors either skim the first line (or less) of each paragraph in the F-shaped eye-gazing pattern or hunt around for individual words in the spotted pattern. Both of those are inefficient ways for skimmers to find what they want.
Lift Ideas Off the Screen
Reach nonreaders with display copy
People spend 96% of their time on websites looking, not reading, according to a Xerox PARC critical incident study.
“People read paper,” says TJ Larkin, Larkin Communications Consulting. “They use the web.”
Because even highly educated web visitors read, on average, just 20% of words on the page.
Indeed, web visitors read, on average, 20% of words on the page, according to an analysis of 50,000 page views of European computer scientists, psychologists, sociologists, engineers.
At Write for Mobile — our two-day hands-on web-writing master class on June 12-13 in Chicago — you’ll learn how to:
- Pass The Palm Test. Improve reading time, comprehension and satisfaction with one quick trick.
- Take five simple steps to write links that get scanned and clicked.
- Use a six-step process to transform your bulleted lists into freestanding information packages that lift key messages off the screen for nonreaders.
- Bust the myth of page view time: Measurably boost understanding, memory, satisfaction — while taking readers 50% less time.
- Pass The Skim Test: Make sure even flippers and skimmers can get the gist of your message — without reading the paragraphs.
PRSA members: Earn 4 APR maintenance points!
Save $100 when you register by March 1.
Ask about piggybacking on my upcoming engagements in: