Usability Counts for Content Too

More People Scan Articles Online Than Read Them

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In a recent article, we talked about the importance of usability of both the search engines and your site, with regards to the path to conversions. If you create content, you would do well to consider similar lessons in how you craft that.

As referenced in the previous article, eye-tracking research has been a major indicator in how sites are viewed by consumers. Such research can help webmasters understand where they eyeballs are going, and help them determine how to arrange the layout of their sties.  The quicker user eyeballs get to what they are looking for, the better experience they are going to have.

Applying Usability Concepts to Content

With this in mind, it stands to reason that in article writing,  it is a good idea to use visual elements to help readers find what they’re looking for. Matt Bailey of SiteLogic Marketing spoke with WebPronews about structuring content so readers can easily find the answers they are looking for.

As Matt references, studies have shown that people are frequently not reading content in its entirety when looking for information online. They’re scanning articles for the answers they seek. Matt suggests using:

– keywords in titles
– keywords in headers
– bullet lists when applicable

Essentially, "lead them where they want to go."

That’s not to say that content is all about getting attention. The quality should be there once you do have their attention. It’s just helpful to lead the reader where they need to go visually, to get them to read it in the first place.

Usability Counts for Content Too
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  • http://www.superfloorcoat.com Concrete Floor Coatings

    Most of this has been a no brainer, because we all do that. No one sit and read every word in an article or looking something up. Thats why you should write your content in an F pattern, for people that scan for info about your service or product.

  • http://ukarticleslondon.blogspot.com/ Pravish Thomas

    Yes, its true and quality is required in content otherwise its of no use. If i make a tea without sugar it wont’ be sweet. The visibility is very important in such a way that each content is visible and readable. There are many types of content styles, where i have found not to read further becz of either adds appearing in between or too many links or the style in which the content is described.

    Short quality content is better than Long descriptions.

  • http://hubpages.com/profile/dame+scribe Gin

    I find that factual and condensed information is far better than reading a chapter describing the minutae of the information. I suggest point form in draft copies and stick to answering directly, the why, what, where, when, etc. Just some thoughts. :)

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