F your website

A while back, I gave a talk to the members of a local business referral and networking group on how to “F Your Website.” Here’s a written version of that presentation, updated for today, on how and why to write your website content using the F-pattern.

Good content is important

• It sets your website apart from the masses.
• It delivers the right message to your clients.
• It’s the primary element that drives the success of your website.
• Ultimately, content wins the wallets of your customers.

Wait, content is the primary element?

Yes, content is king! But how you present that content matters too, including:

• The visual design
• The overall layout
• Photos, videos and other media

Mind your own business

Nobody knows your business as well as you do. Most web designers don’t have a degree in mind reading, so the better the content you give them, the better your website will be.

If writing isn’t your thing, professional help is available. A professional copywriter can interview you and your employees, do some market research and write your content for you.

Most people write their own content

If you want to write your own content, keep these points in mind:

• Think about what a client might search for when looking for a business like yours. These are your keywords and key phrases.
• Use your keywords and key phrases throughout your content, but don’t overdo it. The search deities frown on a spammy habit known as “keyword stuffing.”
• Try to write at least 300 words for your main pages, such as About and Services.
• Content is key to good website design. Your designer can use it as inspiration for the overall look and feel, and it helps decide the layout of each page.
• Very few visitors will read every word on your website. They’ll scan for the best parts. That’s why you need to F your website.

The F-pattern of reading content

• F stands for FAST (get your mind out of the gutter).
• Website visitors scan your content quickly, in a matter of seconds.
• Eye-tracking studies show that visitors often read web pages in an F-shaped pattern.
• It’s a good reminder that visitors will leave if they can’t find what they need within a few seconds.

The F-pattern explained

• Visitors first read across the page, usually along the top of the content area.
• Next, they move down a bit and read across again, but not as far as the first time.
• Finally, they scan down the left side of the content, more slowly, looking for words that catch their eye.

What it looks like

What the F-pattern means for your content

• Visitors won’t read your text word for word. Reading every word is rare.
• Your first two paragraphs should cover the most important information. Visitors are most likely to read those, and they’ll read more of the first one than the second.
• Start headings, paragraphs and bullet points with key words that visitors will notice as they scan down the left side of the page.

The goal isn’t the F, it’s the scan

Here’s an important update since I first gave this talk. The researchers at Nielsen Norman Group, who first described the F-pattern, later pointed out that it shows up most when a page isn’t formatted for scanning. Faced with a wall of text, people fall back on the F and miss a lot along the way. When a page has clear headings, short paragraphs and bold key phrases, they can jump straight to what they need, on a computer or a phone.

In other words, the goal isn’t to force readers into an F. It’s to make your content easy to scan, so they find the good stuff fast.

How to write for scanners

1. Put the most important information first. Lead with what visitors most want to know, like what you do and who you serve.
2. Use headings that say something. “Same-day repairs in Boise” tells a scanner more than “Our Services.”
3. Start paragraphs and bullets with key words. Those first few words are what people see as they scan down the left side.
4. Keep paragraphs short. Two to four sentences is plenty, especially on a phone.
5. Bold the phrases that matter. Use it sparingly, so the important parts stand out.

Other considerations

• The F-pattern is common on websites in general, but it doesn’t apply to every situation or every page. Think of it as a good rule of thumb.
• Design can break up F-pattern reading, guiding the eye to other parts of the page.
• Design can also work with the F-pattern, making key pieces of content more memorable and persuasive.

Five Point Web Solutions can F your website

• We can help with copywriting services (in some cases using AI), or connect you with other professionals who can write or rewrite your website content with scanning in mind.
• We use the content you (or your copywriter) provide to lay out your pages as effectively as possible.
• We build your website with WordPress, so you can easily update your content based on what your analytics show you.
• If you’re a Website Management client, we can edit the content for you (and then some).

Questions?

How to contact Five Point Web Solutions:

• Message: Send us a message
• Phone: 208-919-4131