In today’s information-saturated world, most people don’t read content—they scan it. Whether they’re browsing a website, flipping through a brochure, or sitting through a sales presentation, your audience is hunting for relevance and value with minimal effort. To keep their attention, your content must be structured for fast comprehension and must clearly link what your product or service offers to what your audience actually needs.
People Scan—They Don’t Read
Research on digital behaviour shows that readers rarely consume full pages of text. Instead, they follow scanning patterns like the well-known F-pattern, where:
- They read the top line (a headline or lead-in sentence)
- They move vertically down the page’s left side
- They glance across when something catches their attention
Dense paragraphs and abstract intros get ignored. Readers are subconsciously asking: “What’s in it for me?” If the answer isn’t immediately obvious, they leave.
Why Many Marketing Materials Miss the Mark
Many websites and brochures are written from the company’s perspective. They focus on what the company does instead of what the customer gains. Common issues include:
- Overuse of features without context
- No clear explanation of benefits
- Long, text-heavy sections with few visual anchors
- Technical jargon that intimidates or alienates
This results in materials that look impressive but fail to connect.
How to Structure Content for Skimming
To improve engagement, rethink your content structure with the reader in mind. Some key techniques include:
- Use headings and subheadings that say exactly what the section contains
- Write short paragraphs—ideally no more than three lines
- Present lists as bullet points to increase clarity and speed of reading
- Use bold or italicised words to highlight key phrases
- Leave enough white space to let the layout breathe and feel approachable
Each of these choices helps the reader find what they’re looking for faster.
Link Features to Benefits—Always
It’s not enough to say what your product does. You have to explain why that matters. Always link the technical feature to the emotional or practical benefit it creates.
For example:
- “Automated reporting” becomes “Save hours every week with automated reporting”
- “High-efficiency filters” becomes “Breathe cleaner air in your home or office”
- “24/7 support” becomes “Help is always available—whenever you need it”
By starting with the benefit, you connect to what your customer values most. Then you support it with the feature that delivers it.
Writing Style Matters
Your tone can make or break your message. Most audiences respond best to content that’s:
- Clear
- Friendly
- Professional (without sounding robotic)
- Focused on the reader, not the writer
Here’s a better way to write:
- Avoid passive voice: say “We deliver within 24 hours” instead of “Delivery is completed within 24 hours”
- Use contractions: “you’ll,” “we’re,” “it’s” instead of overly formal phrasing
- Speak directly to the reader: “Your team,” “You’ll see results,” “We help you…”
Applying These Ideas to Different Formats
Websites
Your homepage and service pages need to be sharp, direct, and fast to navigate. For effective web content:
- Start with a strong headline that communicates value
- Follow with 2–3 lines of text reinforcing the benefit
- Use a bulleted list to highlight top features and outcomes
- Add a clear call to action like “Request a Quote” or “Try it Free”
- Break content into visual blocks so users can skim comfortably
Example:
Headline: “Cut Admin Time in Half”
Subtext: “Our cloud-based tool automates your scheduling and reporting in minutes.”
Bullet points:
- No spreadsheets required
- Instant reporting
- Custom notifications
Call to action: “See how it works”
Brochures
A printed or digital brochure should tell a simple story. Use the first page to grab attention and the rest to quickly walk through your offering. Structure your brochure as follows:
- Front cover: Attention-grabbing headline and visual
- Page 1: State the customer’s problem and your solution
- Page 2–3: List key benefits, reinforced with visuals
- Page 4: Detail the features and how they connect to benefits
- Final page: Testimonials or success stories, followed by a call to action
Keep language tight. Use plenty of bullets. Include product images or service diagrams that help clarify your points. And always answer the customer’s internal question: “Why should I choose this?”
Sales Presentations
Your sales deck should not feel like a data dump. Use slides to guide the conversation—not dominate it. Focus on clarity and persuasion:
- Open with a problem your target audience will relate to
- Follow with your unique approach to solving it
- Use minimal text and powerful visuals to support key points
- Limit each slide to one big idea
- Add proof points: client logos, quotes, metrics
- Close with a recap of benefits and the next step
Avoid jargon-filled, feature-heavy slides. Instead, tell a simple, relevant story.
Turn Features into Benefits with This Simple Process
When preparing marketing content, ask yourself three questions for each feature:
- What does this feature do?
- Why would the user care?
- What problem does it solve?
Example process:
Feature: “Mobile access”
Why it matters: “You can use it anywhere”
Problem solved: “No more being tied to your desk”
Write it like this:
“Manage your schedule on the go with full mobile access—so you stay productive wherever you are.”
Industry-Specific Adjustments
While the core rules remain the same, the details shift depending on the audience.
B2B Technology
- Focus on time savings, cost reduction, and integration ease
- Use clear ROI metrics and business terms
- Tone should be confident but helpful
Consumer Products
- Emphasise emotional benefits: comfort, happiness, pride, safety
- Use lifestyle imagery and simple words
- Highlight before-and-after benefits
Healthcare
- Be concise, accurate, and free of exaggerated claims
- Highlight improved outcomes, reduced risk, and regulatory compliance
- Use a calm, authoritative tone
Construction or Engineering
- Prioritise safety, speed, and cost-effectiveness
- Use case studies, data, and site images
- Keep tone direct and professional
Encouraging Action
It’s not enough to inform. Your content should guide the reader to act.
Use direct and clear calls to action such as:
- “Book your free consultation”
- “Get pricing in 60 seconds”
- “Download the product guide”
Avoid vague CTAs like “Learn more” unless they’re followed by a more specific value promise. Help the reader feel the next step is easy, low-risk, and worth their time.
Build Trust With Specifics
General claims don’t build confidence. Specifics do.
- Instead of “trusted by many,” say “trusted by over 1,000 businesses in 12 countries”
- Instead of “fast turnaround,” say “delivery in 48 hours or less”
- Instead of “great customer service,” say “average response time under 30 minutes”
The more tangible your claims, the more believable your message.
Recap: How to Create Skimmable, Impactful Content
- Use short, focused paragraphs
- Break up content with bullets and bold headings
- Always link features to real benefits
- Focus on customer needs, not company achievements
- Adapt tone and style for your target audience
- End every piece with a clear next step
Final Thoughts
Modern audiences don’t have the time or attention for slow, bloated content. They want quick answers, relatable language, and clear value. The good news? Most companies still overload their pages with generic, unreadable text. If you shift to a structure-first, benefit-driven approach, your content will immediately stand out.
Say more with less. Write for real people. Make every sentence earn its place.
Sources
How People Read Online: New and Old Findings – NN/g
https://www.nngroup.com/articles/how-people-read-online/
People Don’t Read Online—They Scan. This Is How to Write for Them – UX Planet
https://uxplanet.org/people-dont-read-online-they-scan-this-is-how-to-write-for-them-80a75069c14e
The Step-by-Step Guide to Creating Scannable Content – Quick Sprout
https://www.quicksprout.com/the-step-by-step-guide-to-creating-scannable-content/
How To Develop Product Features That Meet Customer Needs – Shopify
https://www.shopify.com/blog/product-features
Brochure Content Writing: Key Dos and Don’ts – Goodman Lantern
https://goodmanlantern.com/blog/dos-and-donts-of-brochure-content-writing/
