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The Importance of Page Structure

According to a study conducted by Microsoft, the average attention span of a human is 8 seconds, which believe it or not has declined from the 12 seconds reported in 2000. This means users are taking less time to evaluate:

- Is this content relevant?
- Is this content reliable?
- Is this content readable?

So, what can you do to grab the reader in that 8 seconds? 

To Read, or Not to Read?

For this blog, we're just diving into the Readable aspect of the evaluation. We decided to take a poll and ask Facebook users which they would be more likely to read. There is no actual text on these images- so it was just based on first glance.

 Option 1

Option 2 

When given the option, most of our Facebook users preferred option 2. Not so much of a shocker, people love pictures. Would you rather read a history dissertation or flip through a Travel Magazine about historic sites? However, this goes beyond the pictures.

What's in a page?

There are a few things that help make this page more appealing:

  • Headings & Subheadings
  • Bullet points
  • Bright, high-quality images

Headings and Subheadings 

Let's think back to high school- all those years ago. Think past the awkward hairstyles and bad fashion and sit back down in your high school lit class. How much fun was it to read your peers' 6 paragraph essays on the true meaning behind Shakespeare's Romeo and Juliet? Loads of fun, right? Oh…just me? Well, something that might have helped break up those long thoughts would have been subheadings and headings.

You may have heard using "H1"'s and so-on help your SEO, but did you know they also help the end user read your information? Users are able to find their relevant information faster if your topics are clearly labeled on the page. Looking for not just Web Design, but custom website design specifically? Instead of having to read the entire Website Design page, you'll be able to find that specific topic faster with the information labeled "Custom Design" as a header on the Website Design page. Class dismissed.

Bullet Points 

Bullet points are a great way to give high-level information for those readers who need a quick answer. They help keep your information concise and also do a great job breaking up long text. You provide 15 services? Maybe don't make a 15-point list, but instead, do a high-level service list with bullet points and then add more information in your subheadings below. Bullet points are also a great way to add a small design element to your page. We can even make you brand- specific bullet points that add that extra touch to the page.


It's no surprise people like pictures. Just look at Instagram! Pictures are a great way to catch someone's attention or show off just how good your work is. Adding images to your blog and interior pages go beyond just snapping a picture though. Be sure the images you are adding are high quality. Adding an image that looks like it was snapped with your '05 Nokia flip phone doesn't do much justice for the 40+ hours of work you spent on that project. Your images should reflect the quality work and service you provide for your clients.

Original content is always best. Stock photos are great, especially if you don't have any quality photos on hand. However, quality, original photos are the best choice whenever possible. Users love to see your work firsthand, so show it off when you have it! Don't have it? Give us a call, our photography services can help with that!

All's Well that Reads Well

These are just a few things that can help keep readers on your website. Ultimately, the key is to give users the information they are looking for and fast. Breaking content up by using headers, bullet points, and images can make the pages less intimidating, easier to skim, and less time consuming to read.

Let us know if you would like our content writer, Madelyn, to take a look at your content for a restructure. Of course, the page structure is only as good as the content within it, so maybe it's time for a refresher while you're restructuring? Give us a call for a complimentary consultation today!

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Blogging in 2018 - 2019