Internet reading is very different than any other medium. Most visitors want to quickly ascertain your marketing message and don't really read online.

A study by usability expert Jakob Nielsen shows that people only read 28% of the text on a web page. That percentage decreases the more text is on a page.

There are 3 types of website readers:

1. Those who will only scan the main points of your marketing message. Make sure that the gist of your entire marketing message is conveyed in these highlighted points.
2. Those who will scan the main points and then read further where their interest is grabbed. Once you've grabbed them, keep their interested with good information.
3. Those who will read the entire copy.

It is important that your copy is formatted for each of these types of readers.

Improving scan-ability can easily be accomplished with headlines, bullet points, text color changes and bold & italicized font.