Keeping content concise

Why users don’t read your content (and what to do about it)

Did you know that the average user spends less than 15 seconds on a webpage before deciding whether to stay or leave? Even when they do stay, they typically read only about 20% of the content, scanning the page to quickly find relevant information.

This means one thing: people don’t read web content - they scan it.

Why users scan instead of read

There are several reasons for this behaviour:

• Goal-driven browsing: Users usually have a specific task or question and scan for keywords or headings to find answers quickly.
• Constant distractions: Notifications, ads, videos, and multiple tabs reduce attention span.
• Poor presentation: Dense text or unclear writing discourages users and leads them to leave the page.

How to keep users on your page

To hold attention, your content must be clear, concise, and easy to scan.

Use plain English

Write in simple, direct language. Avoid jargon, complex words, abbreviations, and unexplained acronyms.

Clear writing is essential for all users and especially important for accessibility. For example, people with dyslexia or cognitive disabilities may struggle with overly complex content.

Aim for Grade 8 readability or lower. Tools like the Hemingway App can help improve clarity.

Break up text

Large blocks of text are difficult to scan and often ignored. Instead:

• Keep paragraphs short
• Use clear headings and subheadings
• Add images where helpful
• Use lists to organise content

Lists are useful for:

• Highlighting key points
• Breaking down complex information
• Explaining processes step-by-step

Use active voice

Active voice makes writing clearer and more direct.

• Passive: “The form was completed by the student.”
• Active: “The student completed the form.”

Remove unnecessary words

Be concise. Remove words that don’t add meaning.

• Instead of: “In my opinion, I think that…”
• Use: “I believe…”

Choose simpler words

Use familiar alternatives to complex terms:

• Buy instead of purchase
• Start instead of commence
• Use instead of utilise

Follow word count guidelines

• Headings: Up to 8 words
• Sentences: 15–20 words
• Webpages: 200–600 words