Many studies have proven that Internet users don’t read on the Internet like they do in print. Most people don’t actually read web pages, but simply browse or scan them instead, picking out prominent words and phrases. In fact, large or lengthy blocks of text with no breaks can actually deter visitors. Content on web pages should read more like a briefing or brochure. In fact, if you check your web site’s visitor log, you’re likely to find that visitors spend 30 seconds or less viewing each page.
When it comes to plastic surgery advertising on the Internet, there are some exceptions to this. Patients searching for information about a particular procedure, such as the benefits, complications, risks, particulars of the procedure, recovery and so on, will likely want that information a bit more detailed than they might find in a simple brochure. But while that content may be more detailed, it’s still important to remember that visitors are reading it on the Internet and thus the page must be designed to accommodate that. Further, the early or more introductory pages of your website should still be designed for browsing with links to pages with more detailed information. All of this will help visitors to find exactly what they’re looking for without having to wade through a lot of extra information that they’re not interested in.
In order to create ‘browsable’ web pages, keep the following in mind:
- Limit word count. Shorter pages are much easier to read – and more likely to be read – than longer ones. Large amounts of text can be kept short by breaking the text up into multiple pages.
- Limit paragraphs to a single idea. When paragraphs contain more than one idea or thought, those ideas often get missed.
- Highlight key points. Highlight key points with bullet lists, bold text, colored text, sub-headings or the like.
- Organize in order of importance. Keep the most important information at the top of the page, the least important at the bottom.
- Keep your pages clutter-free. Avoid clutter on your page or crowding pages with too much information and graphics.