Are there any JRR Tolkien fans out there? You know about those long passages, sometimes going on for several pages, describing a single setting in so much detail that it evoked a sense of place that made you wish you were there. It is not scannable content.
What Is Scannable Content?
Scannable content allows busy readers to scan and pick out the salient points. It uses:
- Short paragraphs and subheadings to organize information
- Bullet points and lists to highlight key points
- Images, videos, or other media to break up text
- Bold or italicized text to emphasize important words or phrases
Scannable text is about the judicious use of white space.
Whitespace
Whitespace is like the pause between musical notes, the silence between spoken words. Without it, everything runs together and loses its distinctness.
Marc Boulton, graphic designer and author
White space – the blank or negative space surrounding words – profoundly impacts how we perceive the content we are reading.
The space between words, phrases, and paragraphs creates a visual hierarchy that focuses our attention and helps us to understand the information we are seeing.
It also creates a sense of balance and harmony between the various elements. Nothing takes dominance. It’s also more aesthetically pleasing.
Content that utilizes whitespace well is more readable. There aren’t those nasty, endlessly long paragraphs to wade through and get lost in.
Short Paragraphs and Subheadings
You’ve searched Google and found a promising article that answers your search intent. It might even have made it to the first page of the SERPs. You click and are confronted with…
A wall of words. One long, heavy-laden article that is barely broken up into paragraphs. Each paragraph feels like it goes on forever.
Your response? You click away.
Writers who understand scannable content break their articles into smaller chunks of information, using subheadings to title each “chunk”.
Then they break those chunks into short paragraphs that stay on topic and reduce fluff.
Did you know that scannable content begins with a great first paragraph?
Bullet Points and Lists To Highlight Key Points
You’ve heard the saying, “Less is more.” Sometimes there isn’t a lot to say. The points are important but they don’t need paragraphs.
Bullet points and lists are great tools to showcase key points.
- Keep them short.
- Use parallel structure.
- Prioritize information.
- Use numbers only when the sequence is essential.
- Showcase key takeaways.
Use Images or Videos to Break Up the Text
While not technically whitespace, images and videos are great tools for breaking up your text.
Images and videos are great storytellers. Images can often convey a lot of information quickly. Have you heard someone say, “I didn’t read the book. I’m waiting for the movie to come out”? That’s the power of videos.
If you are writing an article with boatloads of data to communicate, use an infographic.
These break up the text and create whitespace while still communicating essential information.
Go Bold
Bold or italicized words stand out from the crowd. They draw your attention.
Sprinkle them throughout your article when there is a word or phrase that needs special treatment.
Yes, we said special attention. Use this technique sparingly, or your article could be like those old web pages with gaudy, flashing text.
Writing Scannable Content
Mark Boulton reminds us that whitespace gives us pause. The text does not run together into an indistinct wall of words.
Writing scannable content allows you to tell your story, bringing careful and crafted attention to the key points. The reader gets the information they need without a lot of effort.
Need help with writing scannable content? Let one of our friendly writers help you.