Users read very differently online than on paper. They do not necessarily read top to bottom or even from word to word.

Instead, users only read about 20 to 28% of a web page. Where users just want to complete their task as quickly as possible, they skim even more out of impatience.

Web-user eye-tracking studies show that people tend to ‘read’ a webpage in an ‘F’ shape pattern. They look across the top, then down the side, reading further across when they find what they need.

What this means is: put the most important information first. Front load sub-headings, titles and bullet points.

For example, say ‘Canteen menu’, not ‘What’s on the menu at the canteen today?’

Good example

At the activity centre you can:

• swim
• play
• run

Bad example

At the activity centre:

• you can swim
• you can play
• you can run