Write for scannability
Scannable content is content that is presented in a layout that makes it easy for users to find relevant information by scanning quickly rather than reading every word. Scannable content is structured and written in a way that makes it easy for the user to grasp and retain information.
Scannable content helps users consume information
Scannable content is crucial to helping users cope with information overload and time constraints. Users tend to scan content rather than read paragraphs of text. Scannable content is therefore inherently more accessible. This has been shown by several studies, including Nielsen Norman Group’s F-Shaped Pattern For Reading Web Content.
Designing and creating content that reflects user behavior improves user experience, platform adoption, engagement, and retention rates.
Scannable content helps users in three main ways.
- It saves time: Users don’t need to read through walls of text.
- It reduces cognitive load: Users can consume scannable content with less mental energy.
- It’s accessible: Scannable content addresses many (but not all) accessibility principles.
10 tips for creating scannable content
Follow these guidelines to create scannable content through your messaging, writing, and formatting.
Make sure your messaging supports user needs
User research and feedback can help you understand user expectations. Use this to create sound information architecture and on-page content hierarchy.
Put key information in the first paragraph
Include top-of-page summaries and introductions so users know if they’re in the right place.
Place keywords at the start of sentences
Add keywords and front-load the purpose in instructional sentences. This helps users scan content and read vertically.
Use simple, recognizable words
In our industry, technical language is both expected and necessary. Use standard customer-facing terminologyand avoid internal jargon.
Use simple language wherever possible. Write for a global audience in plain, conversational English.
Use parallel writing structures
In lists and headings, use consistent sentence structure where possible so that content elements are easy to compare.
Use headings and subheadings
Use heading levels to structure content visually and conceptually into sections and subsections. Clear, consistent, and concise headings and subheadings improve scannability by adding structure and visual reference points.
Avoid "ing" gerund verb forms in headings and subheadings (for example, "creating" and "configuring"). Use active verb forms instead (for example, "create" and "configure").
Use numbered or bulleted lists
Lists help users scan complex information. Use numbered lists when the sequence of list items is important, for example, when documenting a procedure; otherwise, use bulleted lists. Keep lists as short as possible. Use the correct indentation for list items and list paragraphs to make them visually comparable.
Use text formatting
Use bold text to call out UI elements such as button labels and page names. Bold text can also be used sparingly to draw attention to featured phrases or terminology. Do not use quotation marks, italics, font color, or underlining to emphasize text.
Use tables
Tables increase the scannability of your content by presenting complex information in an easily digestible structure.
Verify correct table-data display across all supported screen dimensions, including dynamic resizing and text wrap in web browsers.
Break up big paragraphs
Use short paragraphs and sentences. Extra white space makes your content more scannable.