Readers often scan content rather than read it word-for-word. Virtually every site promotes the list methodology of titles, and I’m not excluding Martech Zone. I try to incorporate lists in virtually every article for easy scanning. There are times, though, when a simple bulleted list isn’t the best methodology. Let’s discuss!
Table of Contents
Understanding Visual Reading Patterns
Readers typically scan web pages in an F-shaped pattern, moving from left to right across the top and then down the left side, with occasional horizontal movements. This behavior influences how we should structure our content for maximum impact, and it’s also where bulleted lists are extremely helpful.
Key Elements of Scannable Content
Creating scannable content involves incorporating various elements that guide the reader’s eye and facilitate quick information processing. By strategically using these elements, you can enhance readability and improve user engagement. Let’s explore the key components that make content more scannable:
- Headings and Subheadings: Guide readers through your content structure
- Visuals: Break up text and illustrate key points
- Lists: Present information in a concise, easy-to-digest format
- Ordered Lists: Utilize when there are steps or a promoted quantity.
- Unordered Lists: Utilize when there’s no importance to the order of the bullet points.
- Table of Contents: Provide an overview and allow quick navigation
- Quote Callouts: Highlight important statements or key takeaways
- Text Formatting: Emphasize crucial points or keywords
- Short Paragraphs: Improve readability and maintain reader interest
The Power and Pitfalls of Lists
Lists can be powerful tools for presenting information clearly and concisely. However, overuse can lead to content that feels formulaic or lacks depth. Consider these insights:
Advantages
- Easy to scan
- Organize information clearly
- Highlight key points
- Break up dense text
Disadvantages
- Can oversimplify complex topics
- May discourage in-depth exploration
- Can become repetitive if overused
Balancing Scannability and Depth
While scannability is crucial, it’s important to strike a balance with in-depth content. Here’s an example of how lists can be limiting:
This list illustrates how the format can constrain the natural flow of ideas and limit the deeper exploration of each point.
Top 5 Reasons Why I Don’t Use Lists in Every Post
- It doesn’t read like a conversation.
- Lists are sometimes subjective. One person can have a single point or one hundred points on any topic. Why is the count important?
- Overusing numbered lists sounds disingenuous… unless your blog is about lists, of course.
- List items are usually concise and don’t leave much room for description or discussion.
- Sometimes, the last items seem thought up… to get to the count you need. I needed 5.
Creating scannable content is essential for engaging modern readers, but it shouldn’t come at the expense of substance. By thoughtfully incorporating visual elements, using lists judiciously, and maintaining a conversational tone, you can create easily digestible and informative content. Remember, the goal is to guide readers through your content efficiently while providing value and depth.
